W Hotel Grand Opening: A Cotillion With a W Twist

[ goal ]

To create an unforgettable grand opening event that positioned the W Hotel Buckhead as the place to stay, play, and be seen in Atlanta. The goal was to drive buzz, attract influencers, media, and celebrities, and showcase the W’s signature modern luxury.

The Concept

A reimagined Southern cotillion ball, infused with the W Hotel’s bold, irreverent style. The vision was a high-society coming-out party—but make it fashion-forward, modern, and disruptive.

Creative Activations

1. Floral Couture & Champagne Gowns
Models were dressed in jaw-dropping designs:

A full ballgown constructed from real flowers and cascading ribbons.
A champagne skirt that held flutes of bubbly, served directly to guests by the living centerpiece.

2. Guerilla Glamour (Pre-Event Teasers)
To build anticipation in the days leading up to the opening:

A branded acrylic truck with models in W robes engaged in playful pillow fights, parading through the city streets.
A model in a W robe riding a Segway, handing out W Hotel promotional materials and invites.
At the GA-400 toll booth, models in W-branded T-shirts paid drivers' tolls, gifting them a surprise taste of W hospitality.

These activations created viral moments and community excitement long before the doors opened.

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[ solution ]

What 

we did ?

Key Takeaways Experiential marketing done boldly can own the narrative of a brand launch Blending Southern tradition with modern W irreverence created a perfect storm of attention. Celebrities, guerrilla marketing, and show-stopping visuals delivered long-lasting brand heat

Media & Press Coverage The event drew major media attention from both local and national outlets, with features highlighting: The immersive and imaginative theme, Celebrity attendance W Hotel’s luxurious amenities and modern design

Event Highlights • Star-Studded Guest List: The event attracted Atlanta’s elite and beyond: The Real Housewives of Atlanta Queer Eye cast members Atlanta Braves players Dozens of high-profile influencers, models, and tastemakers • Venue Buzz: The hotel opened its doors 80% full, with VIPs and celebrities booking suites and rooms. • Whiskey Blue Rooftop Lounge: Operated by The Gerber Group, Whiskey Blue became an instant hotspot, featuring: Panoramic Buckhead skyline views Handcrafted cocktails Chic lounge vibe with curated music that set the tone for Atlanta nightlife

Creative Activations 1. Floral Couture & Champagne Gowns Models were dressed in jaw-dropping designs: A full ballgown constructed from real flowers and cascading ribbons. A champagne skirt that held flutes of bubbly, served directly to guests by the living centerpiece. 2. Guerilla Glamour (Pre-Event Teasers) To build anticipation in the days leading up to the opening: A branded acrylic truck with models in W robes engaged in playful pillow fights, parading through the city streets. A model in a W robe riding a Segway, handing out W Hotel promotional materials and invites. At the GA-400 toll booth, models in W-branded T-shirts paid drivers' tolls, gifting them a surprise taste of W hospitality.

CONCLUSION

Results
80% occupancy on opening night, driven by buzz and celebrity draw Elevated the W Hotel Buckhead into Atlanta’s luxury lifestyle conversation overnight Whiskey Blue established as an elite destination for nightlife and high-profile events

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80%

Occupancy Opening Day

100,000

Media Impressions

Star Studded

Attendees

Bold and Unapologetically W

Messaging

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