A closer look at W Hoboken’s E-Wow and Wow suites


Why We were hired

The W Hoboken in New Jersey is a sleek, 27-story hotel that first opened in 2009. W Hotels saw reason to renovate in 2016 and chose us to redesign the Extreme Wow and Wow Suites. Designers selected for other areas of the hotel include the acclaimed Bentel & Bentel Architects, Minno & Wasko Architects and Planners, and Gachot Studios. We were honored to be among such talent.


We began by meeting with members of the W team to learn about the brand’s well-defined identity. Then, we spoke with the hotel’s general manager and operations team to understand the ideal guest experience. The task at hand was complex: we would need to translate W’s identity—an established aesthetic and culture—into a fresh, functional space. We then worked with the hotel’s owners to set budget and timeline parameters.

Design Development

With the W Hotel guest in mind, we reconfigured the Extreme Wow and Wow Suite layouts so each would include a TV lounge, a dining area that doubles as a meeting room, private bedrooms, and a bar that anchors the living space. Our revised floor plans allow for perhaps the most covetable feature—enhanced views of the NYC skyline.

Design Delivery

Our décor package is sophisticated and colorful. The only patterned pieces in the suites are the custom carpeting and the bespoke mirror mosaics. Otherwise, singular shades and geometric shapes prevail. Since the W guest is likely socially connected, we included Instagram-worthy pieces—like a sculptural chair and handmade, emoji-themed coasters—to encourage playful posts. Suites feel luxurious, but not exclusive. True to the W brand, our spaces are smart and lively.