The W Hotel Grand Opening – A Cotillion with a W Twist
A Modern Cotillion Ball with a W Twist
The Wow Factor with W
The Challenge
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.
Our Approach
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.
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
The Results
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
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
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