Published on : Tuesday, May 17, 2016
W Hotels Worldwide, part of Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT), in partnership with Coca-Cola, today debuted the first-ever W Sound Suite at W Bali – Seminyak. This private music studio and writer’s room will be the place for professional recording artists, studio musicians and producers, in addition to hotel guests, to record in style while on the road. Additional studios in music meccas around the world will be unveiled later this year at W Hollywood, W Barcelona and W Seattle, with more to come.
“W has a long history of musicians staying, playing, and celebrating at our hotels,” said Anthony Ingham, Global Brand Leader, W Hotels Worldwide. “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. After all, who can’t find inspiration in paradise?”
W Sound Suites are in part the brainchild of the W brand’s North American Music Director, DJ White Shadow, the Chicago-based producer best known for his work with Lady Gaga. He has been working with W to identify the best sound equipment and studio layout to ensure the suites are optimal for professional use.
“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,” said DJ White Shadow. “We dreamed up an environment for musicians to create that is convenient, stylish and functional. I’m thrilled to partner with the equally innovative team at W Hotels – there isn’t another brand that could bring this idea to life on such a global scale and in such an innovative way.”
The W brand’s longstanding global partner, Coca-Cola, has been instrumental in bringing the studios to life. Elements of the studio’s aesthetic, envisioned by Josh Held Design, pay tribute to Coca-Cola including the subtle integration of the Coca-Cola red and printed lyrics on the wall. Coca-Cola has used music to tell its brand story for over a century, bringing its campaigns into the pop culture lexicon. 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, Coca-Cola North America. “We’re excited to be a part of it!”
Beats of Paradise
The first W Sound Suite at W Bali offers a stylishly sound-proof space featuring a lounge big enough for a proper entourage. The main mixing room includes professional equipment from industry favorites Native Instruments, Pioneer and Moog, as well as a private vocal booth overlooking a tropical garden. To celebrate the launch, W Bali is hosting a new content series in collaboration with upcoming artists called ‘Sounding Off With…’. Monthly video vignettes will capture podcast-style conversations and provide a raw, real and rare peak into the life of a touring artist and their inspiration. LA-based electronic indie duo, Classixx, will kick off the series and throughout the year, W Bali plans to bring together unique musical talent from around the world to produce exclusive mixes, premiere new tracks and deliver intimate in-studio performances that will be available via The Angle, an online magazine celebrating life with a W slant.
Additionally, W Bali will introduce new menus poking fun at celebrity musicians and their infamous riders. W Sound Suite patrons can live vicariously through the musician of their choice by ordering:
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 HIP HOP CLASSIC // Ciroc Ultra-Premium, Cranberry, Wagyu Beef Sliders & Truffle Fries*
THE INDIE KID // Bucket of Local Bintang Beer, Smoked Tom Yum Peanuts & Casava Chips
THE POP PRINCESS // Raspberry & Rose Bellini, Tropical Fruit & Nitro Bubble Gum Sorbet*
THE PARTY STARTER // Lilla Margarita & Wasabi Crab Tacos*
THE JAZZ HANDS // Coca-Cola® Bombay Mocktail & Iberico Jamons*
*Indicates photo available
W hotel guests can get in on the action by booking the W Sound Suite, which includes a private master class led by W Bali’s Music Curator Damian Saint.
Tags: W Hotels Worldwide