W Hotels  Le Miami Event
Aluna George at W Hotels  Le Miami Event
photo:  The Gathery

photo: The Gathery

w Hotels

Aspen Food and Wine Festival

June 2018

To bring a taste of W Hotels Aspen property to a high-valued consumer audience, The Gathery developed and produced a stylish booth at the celebrated Food & Wine Festival that was inspired by key design motifs of the soon-to-open hotel.

 Led by the new building’s modern-day chalet architecture, our structure referenced materials and elements used throughout the property bringing guests a genuine W experience. Dynamic après-ski cocktails, such as the Après Ski-ski and the Trail Bait, and lite locally-sourced bites inspired by the hotel’s inventive food and beverage offerings attracted over 5,000 festival-goers. An outdoor patio accented with casual seating and spruces provided visitors the perfect lounge overlooking the surrounding mountains. Clever premiums for American Express card holders and whimsical custom uniforms added the unmistakable W slant.


Brand Strategy and Planning
Creative Direction
Experiential Design
Art Direction
Graphic Design
Custom Fabrication
Event Management and Production
Talent Management