W Hotels Unveils Innovative Design Concept of the Soon-to-Open W Paris - Opéra by Acclaimed Rockwell Group Europe

W Hotels Worldwide will mark its debut in France on February 14, 2012 with the new W Paris - Opéra hotel. Owned by Barcelona-based Meridia Capital, the hotel is set inside an elegant 1870s Haussman-era heritage building. W Paris - Opéra has been designed jointly by W Global Brand Design and Rockwell Group Europe (RGe) led by Diego Gronda, its Managing and Creative Director. RGe is the Madrid office of New York-based Rockwell Group, founded by David Rockwell over 25 years ago. Known for iconic design projects including the 81st and 82nd Annual Academy Awards in Los Angeles, the Juana Manso complex in Buenos Aires and Wasabi by Morimoto restaurant in Mumbai, Rockwell Group's projects around the world demonstrate the company's capacity to understand global brands while creating immersive, experiential, locally relevant environments. Design has been at the forefront of W Hotels since 1998 with the launch of the first W hotel, W New York, which was designed by Rockwell Group.

"Through the opening of W Paris - Opéra, fashionistas and global jetsetters can now be on the runway with W from New York to London and Paris. Unique lifestyle programming within a cutting-edge designed environment will bring a new and distinctive experience to Paris and the Parisians alike."

Situated across the street from the renowned Opéra Garnier, W Paris - Opéra is certain to become a buzzing landmark in the city. Inspired by the creative idea of "The Spark", the hotel was conceptualised to create a dynamic dialogue between the following: the historic façade of the building, Paris as the "City of Light" and W's DNA by infusing a sense of energy into the quintessential Parisian neighbourhood. This approach results in a stimulating fusion of New York's dynamism and its never-ending energy with the sophistication and culture of Paris.

"Taking the W brand into Paris, a global fashion capital, if not the global fashion capital, will mark a true milestone in W's global expansion into the world's most exciting and vibrant destinations", comments Eva Ziegler, Global Brand Leader, W Hotels Worldwide and Le Méridien. "Through the opening of W Paris - Opéra, fashionistas and global jetsetters can now be on the runway with W from New York to London and Paris. Unique lifestyle programming within a cutting-edge designed environment will bring a new and distinctive experience to Paris and the Parisians alike."

Elaborating on the design concept, RGe's Diego Gronda comments, "For the first W Hotel in Paris, we wanted to provide guests with an unforgettable experience of the light and sophistication present all over this amazing city. Our design feeds off the elegance, richness and radiance of Paris, "La Ville Lumière", while layering in the contemporary cool and free-spirited energy of New York. Our goal is to transform this historic building into a W Hotel that literally shines with innovative and unexpected details, materials and technology."

The hotel design revolves around an oversized backlit digital undulating wall that defines the central core of the building and weaves through the public and private spaces. The "spark" will appear as a dotted pattern that forms abstract clouds. This wall will be set at various tempos to create different moods to match the season, event, time of day, and location within the hotel, bringing the historic building to life with a glowing vibrancy. The elevators, DJ booth and staircases will be cloaked in red to give the illusion of being inside an epicentre of energy.

Historic features of the 19^th-century building, such as ornamented columns, vaulted ceilings, marble staircases and fireplaces, have been partially restored, celebrated and often juxtaposed against contemporary elements. The original stained glass windows and mosaic flooring on the second floor will be protected to reflect the building's heritage.

Commenting on the new W Paris - Opéra, David Rockwell says, "I am thrilled at this fantastic opportunity for Rockwell Group Europe to showcase their extraordinary talent in creating transformative and evocative spatial experiences for W Hotels' debut in Paris."

The five-storey hotel will have 91 stylish guest rooms, including 20 suites and two Extreme WOW Suites (W's interpretation of the Presidential Suite). With soaring ceilings up to three and a half metres in height, the guest rooms and suites offer a contemporary, spacious design and stunning views of Opéra Garnier and the Parisian streets. The Extreme WOW Suites feature a shower that is concealed behind two huge, classical Parisian doors creating an alluring effect within the suite. This will be complemented by an oversized three-metre circular bed set in the middle of the suite.

The vibrancy of the space goes beyond the illuminated wall, and into patterns and features throughout the hotel. In the guest rooms, unexpected elements such as a backlit bridge that wraps the entrance corridor with white patterned lights, a sculptural faucet, and molding that breaks into different pieces complement the design concept. Paris-based artists have been commissioned to add cutting-edge artistic interventions to the rooms.

W Paris - Opéra will offer a signature restaurant and destination bar, as well as a SWEAT^® fitness centre. Guests will enjoy spectacular views of the Opéra Garnier from the hotel's ground level and mezzanine floors, including the Living Room, a stylish social space where visitors can mingle and relax. At the hotel's grand entrance, "The Spark" takes the form of a black resin bar shaped like a molten sculpture and other customised furnishings that demonstrate the energy from the spark wall.

Meridia Capital was advised in this project by GCA Architects, a renowned architecture and interior design firm with global experience. The firm was very committed and proactive in the initial design phases of the hotel based on RGe's concept. GCA also played a key role in the development of the implementation project.

W Paris - Opéra is located at 4 rue Meyerbeer, 75009 Paris, France, across the street from Opéra Garnier, and near Galeries Lafayette and Place Vendome in the 9th Arrondissement. The area contains many places of cultural, historical and architectural interest, and is a key business centre in Paris.

The opening of W Paris - Opéra will mark a significant milestone in the W brand's global expansion, following the debuts of W London - Leicester Square, W St. Petersburg, W Taipei, and W Retreat & Spa Bali - Seminyak in 2011.

W Paris - Opéra is now accepting reservations, including group arrivals and event bookings. Rooms start from EUR340 ($474) per room per night plus VAT. For further information and bookings, call W Paris-Opéra on +33 (0)1 44 77 10 68 or visit www.wparisopera.com.

About W Hotels Worldwide

W Hotels is a contemporary, design-led lifestyle brand and the industry innovator with 41 hotels and retreats, including 14 W-branded residences, in the most vibrant cities and exotic destinations around the world. Inspiring, iconic, innovative and influential, W Hotels provides the ultimate in insider access, offering a unique mix of cutting-edge design and passions around fashion, music and entertainment. W Hotels offers a holistic lifestyle experience that is integrated into the brand's sensibility through contemporary restaurant concepts, glamorous entertainment experiences, stylish retail concepts, signature spas and inspiring residences. With more than 12 years of proven success, W Hotels is on track to reach 60 hotels by the end of 2015. W Hotels have been announced for Paris, Guangzhou, Milan, Shanghai, Abu Dhabi, Bangkok, Athens - Astir Palace, Muscat, Mumbai, and Sante Fe, Mexico, while upcoming W Retreats include Verbier and Mexico's Riviera Maya. For more information, visit www.whotels.com. To live the W Hotels lifestyle 24/7/365, visit www.wresidences.com.

About Rockwell Group Europe

Unique design narratives shape the look, feel and bold concepts of all Rockwell Group Europe's projects. Led by Diego Gronda, Managing and Creative Director, RGe explores new territories with an extraordinary team of artists, architects, interior, graphic and industrial designers who help create connections between varied disciplines, ideas and cultural landscapes. Building upon the energy and eclecticism of the Rockwell Group's main office in New York, and Diego Gronda's extensive work in all five continents, Rockwell Group Europe focuses on designing hotels, restaurants, retail centers and spas with a unique and refined aesthetic. Their work includes Wasabi Restaurant (for Chef Morimoto) and Harbour Bar in the Taj Mahal Palace & Tower in Mumbai; Juana Manso mixed-use complex in Buenos Aires, Argentina; a W Retreat & Spa in Vieques, Puerto Rico; Gordon Ramsay's restaurants in Doha Qatar; The Westin Palace in Madrid; the Arts Hotel in Barcelona; and a Le Méridien hotel in Oran, Algeria. For more information please visit www.rockwellgroup.com.

About Meridia Capital

Meridia Capital is a private equity group focused on investing in premium hotel properties internationally. The firm owns and asset manages hotels in urban markets which are operated by the world's leading international hotel brands. Meridia Capital Hospitality I is Meridia Capital Partners' first fund and was closed in early 2007 with equity of €150 million. Meridia Capital currently owns various properties in Paris and Latin America – namely in Brazil, Mexico and Chile. For further information please visit www.meridiacapital.com

About GCA

GCA is an Architecture and Interior Design firm based in Barcelona and Shanghai. It was founded 25 years ago by Josep Juanpere and Antonio Puig. GCA designs and develops projects for both the public and private sectors. Projects taken on by the company include more than 100 urban hotels, 30 resorts, 40 office buildings, 100 fashion boutiques, 50 housing buildings, 70 single-family houses and various Michelin star restaurants, among others. For more information please visit www.gcaarq.com.

Jenni Benzaquen
Director External Communications
+32 (0) 2204 5494
Starwood