New W Hotels Opening Amid a Down Market

ATLANTA-W Hotels Worldwide has added two more locations in the Buckhead and Downtown submarkets, bringing the city’s total to four. The 291-key W Atlanta-Buckhead opened in December, while the W Atlanta Downtown Hotel & Residences, featuring 237 rooms and 74 residences, formally opens this week. Despite entering the market during a challenging time for not only hotels but all commercial real estate, the brand and the hotels’ owners are confident in the region’s long-term outlook.

The W Atlanta-Buckhead, located at 3377 Peachtree Road NE, is owned and developed by Noble Investment Group, which did not return messages seeking comment. Carlos Becil, W Hotels vice president of brand management, says the Buckhead location was chosen because it is “one of the country’s most affluent neighborhoods, set amidst specialty shopping, the hottest nightlife, landmark corporations and upscale living. A true Southern shopping destination, Buckhead shares W’s passion for modern luxury, innovative style and contemporary cool design,” he tells GlobeSt.com.

The hotel itself was designed in a “comfortable, stylish urban environment infused with the historical references that define the rich style and tradition of Buckhead,” says designer Thom Filicia, who appeared in NBC/Bravo’s “Queer Eye for the Straight Guy.” The W Atlanta-Buckhead features the American debut of Chef Jean-Georges Vongerichten’s Market restaurant, a rooftop bar and lounge, fully equipped techno-gym, a heated outdoor infinity-edge pool overlooking Peachtree Road, wireless Internet, a business center and 8,000 square feet of meeting and event space.