The Starwood Labs team sought an innovative approach to launching their new property in Bellevue, WA—which was their first W Hotel opening in the US in the past seven years.
Codex / Crack the Code
Bellevue, WA
Event Space + Projection Design
Casing the characters of own design, the walls of the W Bellevue are transformed with the presence of a new urban verse—a chorus that celebrates a birth—and a city that welcomes those in the know.
AR Mobile Experience
Imagine scanning the rooms of exotic W Hotels throughout the world, searching for Heirocryptics—the language of those in the know. Decoding each character, you unlock VIP experiences best suited for those like you, those who personify the W lifestyle. This is hoe you crack the CODEX.
Social Activation + Streaming Content
Launch parties are not for the faint of heart, then again, neither is the W lifestyle. Set in a world between worlds, armed with filters, streaming content, and social sharing booths, you embrace the wonders of an environment designed to celebrate the cracking the code of our chosen lifestyles.
Social Filters + Launch Campaign
Let the moment you share not last too long, but let it long live in the minds who desire your authenticity. For it is in giving that we receive, but in sharing that we are worshipped.