Starwood announced that it will launch the W brand in Marrakech in 2017 with the opening of W Marrakech, owned by Morocco-based Menatlas 14 SA, the 148-room hotel will be located in the city’s dynamic Hivernage district.

“We are proud to partner with Menatlas 14 S. A. to bring the W brand to Morocco, particularly to Marrakech, one of the most dynamic and stylish cities in Africa,” said Michael Wale, President, Starwood Hotels & Resorts,Europe, Africa and Middle East. “The fast-paced and cosmopolitan vibe in Marrakech makes it the perfect backdrop for the innovative flair of W Hotels. We are confident that W Marrakech will offer both locals and global jetsetters alike a new, cutting-edge experience in the Red City.”

“We are delighted to be working with Starwood Hotels & Resorts on this exciting and prestigious project,” said Kamran Pahlavi, Head of African Development, Menatlas 14 S.A. “We believe that W Hotels, with its outstanding international reputation as an innovative luxury lifestyle brand, will reinforce Marrakech’s position as a world-class destination for global jetsetters.”

A New Scene in Marrakech’s Trendy Hivernage District

Ideally located between the historic Medina and Guéliz, the city’s modern new town, W Marrakech will be nearMenara Gardens with easy access to fashionable boutiques and pulsating nightlife destinations. The hotel and residences will be an easy walk from the Medina and a 15-minute drive from Marrakech Menara Airport.

The interiors of the new-build project will be designed by GA Design International, which has also designed other notable Starwood hotels, including W Taipei and The St. Regis Osaka. Redefining luxury with its innovative style and signature amenities, W Marrakech will provide a cutting-edge, contemporary lifestyle experience, featuring 148 modern guest rooms and suites, including one Extreme WOW Suite (the W brand’s interpretation of the Presidential Suite).

W Marrakech will also offer a signature restaurant, an all-day dining venue, a destination bar, an outdoor bar andW Living Room (an updated take on the traditional hotel lobby). Other amenities will include an Away® Spa,FIT® state-of-the-art fitness facility, WIRED® 24-hour business centre, and a glamorous outdoor WET® pool deck. Guests can also expect the W brand’s signature Whatever/Whenever® service philosophy, providing guests whatever they want, whenever they want it. W Marrakech will also feature more than 1,000 square metres of ultra-modern meeting and event space, including a ballroom for larger celebrations.

W Hotels Amplified through Rapid Global Growth

“W Hotels is well poised to continue its expansion into some of the most exciting and vibrant destinations around the world,” says Bart Carnahan, Senior Vice President, Acquisitions & Development, Starwood Hotels & Resorts,Europe, Africa & Middle East. “The signing of this landmark W project in Marrakech underscores our continued commitment to grow our portfolio of luxury brands in primary markets and emerging destinations.”

Starwood currently has three hotels in Morocco, including Le Méridien N’Fis in Marrakech as well as Le Royal Mansour Méridien and Sheraton Casablanca Hotel & Towers both located in Casablanca.

With 44 hotels and retreats open, W is on track to reach more than 60 hotels by 2018, expanding its presence in the most sought-after markets from Amsterdam to Tel Aviv, Bogota to Beijing, Brisbane to Abu Dhabi and beyond.