In its latest move, it’s appealing directly to musicians. The Coca-Cola brand is sponsoring new music studios at W Hotels Worldwide to give artists on the road a place to lay down some tracks. The first W Sound Suite is located at the W Bali – Seminyak hotel, with additional studios to be opened this year in W Hollywood, W Barcelona and W Seattle — the first of “many” sound studios coming to W’s worldwide.
The idea is to attract professional recording artists, studio musicians and producers to record while on the road. The 600-square-foot sound-insulated studio sports a vocal booth and is available to any hotel guest for about $150 for four hours.
W hotel guests in Bali can get in on the action by booking the W Sound Suite, which includes a private master class led by the property’s Music Curator, Damian Saint. For the latest sounds to come out of W Sound Suites or to book your session, visit WRetreatBali.com/WSoundSuite. Join the conversation with @Whotels and #WSOUNDSUITE.
Anthony Ingham, W’s global brand leader said, “It gives us that extra step of being part of the music community and building relationships with future performers,” as W’s global brand leader, Anthony Ingham, told the New York Times.
— Coca-Cola Music (@CokeMusic) May 12, 2016
“W has a long history of musicians staying, playing, and celebrating at our hotels,” Ingham added in a press release, noting the jetsetter creative types who trip from W to W for the cool, loungey vibe.
“We know that inspiration can strike at any moment, so the W Sound Suite is today’s tech-savvy version of scribbling lyrics on a cocktail napkin. Bali, a vibrant and creative hub often called ‘the alternative Ibiza’, is the perfect setting for our first music studio, with Hollywood, Barcelona and Seattle to follow.”
— W Hotels (@WHotels) May 12, 2016
W brand’s North American Music Director, DJ White Shadow, best known for his work with Lady Gaga, helped orchestrate the idea to embed music into each hotel’s persona, differentiating each location from other upmarket rivals while creating a cool vibe that guests can literally enjoy.
“While traveling around the globe making music for the last decade, I’ve run into many challenges including costly studio rentals, the risk of disturbing other guests, and not being able to find a suitable place to listen to or create music,” he stated. “We dreamed up an environment for musicians to create that is convenient, stylish and functional.”
W Hotels Worldwide, part of Starwood Hotels & Resorts Worldwide, honors its longstanding global partner Coca-Cola with the brand’s signature red color and printed lyrics on the studio walls. As the release notes, “from distributing sheet music for family sing-a-longs in 1905, to “teaching the world to sing” in the 1971 Hilltop commercial, to the recent release of the song “Taste the Feeling” by Avicii and Conrad Sewell, music is ingrained in the core of the brand.”
“Our partnership with W Sound Suites is an innovative way to help enable, inspire and refresh artists to create and connect over an ice-cold Coca-Cola,” said Joe Belliotti, Head of Global Music Marketing for Coca-Cola North America, in the release.
The first W Sound Suite at W Bali includes a sound-proof lounge for large entourages and top-of-the-line professional equipment from Native Instruments, Pioneer and Moog.
W Bali will feature menus poking fun at celebrity musicians such as: THE DIVA, Lanson Brut Champagne, Lobster Salad with Osetra Caviar & #Lemonade, THE ROCK STAR, Black Martini & W Candy Shop, THE STUDIO GEEK, Espresso & Artisanal House-made Cracker Jacks, THE JAZZ HANDS, Coca-Cola Bombay Mocktail & Iberico Jamons.
W Hotels now has 46 hotels including 18 W-branded residences and is on target to reach 75 hotels by 2020, with properties announced in Shanghai, Tel Aviv, Goa, Abu Dhabi, Phuket, Dubai, Amman, Jakarta, Panama, Riviera Maya, Muscat, Hainan Island, Suzhou, Changsha, Chengdu, New Delhi, Kuala Lumpur, Shenyang, Marrakech, Brisbane, Aspen and Madrid.
W Sound Suites are the latest in a series of innovations for this millennial life-style hotelier that hires D.J.s to spin in its lobbies, stages live performances, calls its lobbies the Living Room and puts its W mark everywhere — on the swimming pool, “Wet,” the concierge, “Whatever Whenever,” and even the laundry, “Wash.”