At the heart of Hotel Tales is a cast of eccentric characters, featuring icons like award-winning actress Chloë Sevigny, multidisciplinary artist Miranda Makaroff, and comedian Ziwe. Each guest shares the unexpected encounters and unforgettable people they met during their stays—moments that could only unfold at W Hotels.
Chloë Sevigny, visiting W New York – Union Square, the brand’s newly reimagined flagship, finds it the perfect place to prepare for her latest role. The hotel transports her back to the ’90s, when W Hotels first made its debut, and she bonds with a Whatever/Whenever agent who goes above and beyond, delivering a curated collection of ’90s relics to help get her into character.
Miranda Makaroff, staying at the transformed W Hollywood, recounts a serendipitous late-night room service encounter that led to an unexpected love story during a culinary quest at the brand’s West Coast flagship.
Produced in collaboration with Vogue, Ziwe takes us along for her stay as she enters her “cowgirl era,” venturing out for a night on the town in Nashville, where the city’s iconic Music City vibe and W Nashville serve as her partners in crime.
“At W Hotels, we see our spaces as dynamic canvases where self-expression takes center stage and authentic stories unfold,” says George Fleck, Senior Vice President and Global Brand Leader, W Hotels. “Our role is to capture and amplify these bold, unfiltered moments — the kind that reflect the energy and individuality of our guests and talent alike. Our hotels are places where creativity thrives and where the unexpected becomes a natural part of the narrative. This campaign is an extension of that ethos, celebrating the diverse, original experiences that define W Hotels and showcasing how we transform them into something truly unforgettable.”
Founded in the vibrant social scene of New York City, W Hotels has been at the forefront of cultural and generational change since its debut in 1998. The launch of this series marks a continuation of the brand’s commitment to that vision, further solidifying its role as a pioneer in shaping the boutique lifestyle hotel movement that guests know and love today.
“Crafting the W Hotels brand series has been an incredible journey. It’s been a true celebration of the next chapter for a brand that’s always been about setting new standards and embracing the bold,” said Pat Regan. “W Hotels celebrates individuality and lets guests be their truest selves – or their alter ego – to create stories worth telling. It was exciting to be part of something as dynamic as the brand itself. Because at the end of the day, it’s about being authentically yourself and having a bit of fun while doing it.”
Hotel Tales represents an exciting new chapter in the brand’s evolution, reimagining the guest experience with captivating stories that push boundaries. With a curated blend of distinct design, passion-driven programming, and refined service culture, W Hotels invites guests—whether first-timers or loyal locals—to embark on a journey of self-discovery and experience luxury in its most liberated form.
“I have such fond memories of visiting W New York – Union Square back in the early aughts, and it’s been so much fun and nostalgic to return back, but with a fresh modern twist at the reimagined hotel,” shares Chloë Sevigny. “I’m excited to be a part of the brand’s new era where we can all continue to write our own stories.”
