W Hotels

W LE Miami 2017

June 2017

For LE Miami 2017, The Gathery brought the exotic allure and the captivating contrast of the cosmopolitan city of Shanghai to the shores of South Beach. Teasing out W Hotels’ biggest opening of the year, our content-driven experience transported guests to The Bund, where old and new collide, through interactive touch points and dramatic theatrical lighting. Select elements of the new property informed our design giving guests a taste of Shanghai through the unmistakable W slant.

Fusing past, present and future and the avant-garde concept of Haipai, we transported guests to the Chinese city through a multi-act theatrical experience centered around a custom floating Pagoda fashioned out of neon and elaborate qipao patterns in the property’s luxurious pool. Food and beverage paid homage to the diverse restaurants found at the hotel highlighting the clashing of all cultures that make the eastern destination a vibrant culinary hot spot including an unexpected Dim Sum cart tended by a highly-stylized drag performer. The evening culminated with a Lion and Dragon dance ceremony choreographed to the tunes spun by DJ Erica Horne.

Services

Brand Strategy and Planning
Creative Direction
Experiential Design
Graphic Design
Custom Fabrication
Event Production and Management
Talent Casting and Styling
Photo Production