We would like to begin by expressing our appreciation for the opportunity to work with Company W on the Chicago Grand Opening. We are honored to offer you our award-winning design and operations expertise. At Acme Media, we specialize in the design and execution of meetings, product launches and special events worldwide. Our people have a wealth of experience in the corporate environment, and our extensive list of Fortune 500 clients has given us excellent insight into a variety of audiences, products, and messages.
The sophistication of Company W is paramount to its image, and conveying this panache is our aim. We offer a unique strategy and unparalleled creativity. In other words, what you're about to read is more than a simple collection of interesting ideas. We have sculpted the essence of each to reflect the moods of W.
To let the natural beauty of a Company W property stand alone is to perpetuate the value of the brand itself - to tell the world that the seamless blend of comfort and technology is just around the corner. Given the inherent splendor of the Company W, embellishment is not only a waste but a disservice. That is why in showcasing the Chicago skyline's newest addition, the décor, the flow, the style will be kept intact, while the buildings themselves awaken with excitement.
Making a building come to life certainly sounds appealing, but how is it done? We didn't have to look far to find inspiration. Your tagline is the perfect sentiment. Where style meets substance. The simple words let your guests experience, in one thought, not just the company's outlook, but its attitude, its grace and its sophistication. That is why we have chosen to capitalize on your motto. And what better way to pique an audience's interest than to engage each of the five senses, making your tagline come alive!
A FESTIVAL FOR THE SENSES…
Those on the elite guest list will enjoy more than a simple invitation. This clever summons is designed to suggest a taste of what's to come… What looks like a natural toffee-colored envelope opens to reveal the playful texture of a delicately corrugated cardboard inside. A curious translucence peeks out. The clean swish of papers brushing against one another produces a chill of anticipation. There it is - the newly exposed prize. The invitation itself has four profound words inscribed upon its frosted white surface: Where style meets substance. The words rest easily beneath the sovereignty of a clean and simple W. Upon opening the card, a soft tone the color of celery is uncovered. The W, which seemed a definite part of the face of the card, is actually delicately pasted to the inside. It leaves behind the signature W-shaped opening in the cover. The words within the invitation go on to explain that this small and sturdy W is the key to unlocking a festival for the senses. To enter, the magical letter needs only be removed from the card and placed in a pocket, ready to hand over at the entry of the celebration.
A THRIVING FAÇADE
The journey begins with the eyes and continues with the ears. As they arrive at each of the Chicago properties, guests are greeted by the building's front bathed in a spectrum of color, ranging form the coolest blues to sizzling reds. Vibrant textures and geometric shapes dance across the structure, giving it a life of its own. Every surface becomes a living canvas, a place for the Company W logo to shine, for key words to project. Each subtle reminder serves to reinforce that this new creation, the newest W Chicago is the place where style meets substance.
Large-scale moving video images of recognizable people, landscapes, and artwork caress the building's shape, branding it as the vanguard of all that is chic. Excerpts from classic art films and Chicago-based movie scenes help create an unmistakable ambiance. Just when it seems the edifice can't possibly become more vivacious, a troupe of what can only be described as "wall dancers" repels down the face of the building. Each suspended dancer in dramatic costume, amid flashing lights and twinkling stars, begins a choreographed ballet in the vertical. Cue sound! The attention of all ears is demanded by the lively music, which seems to drive the dancers to move not as individuals, but as one body with many parts.
The scene is a barrage of the senses - a chance for guests to prepare to see, hear, smell, taste and touch the moods of W…
W SIGNATURE ROOMS
The voyage continues into the heart of the hotel, where five rooms await to tempt, indulge and excite. Sprinkled throughout are stunning models to reflect the striking beauty of the hotel itself and to further heighten the senses. Each haven teases the eyes, ears, nose, mouth, body and mind…
LOBBY - THE LOOK OF W
At first glance, it's easy to see… This space is meant to engage the eyes. The décor speaks for itself with W's signature minimalist flair. The walls need not be concealed, and so no special signs are required. The furniture stands proud and alone. But there is plenty of imagery to drink in. Sleek models help to set the stage. They personify W as they mix, meet, shimmy, shake and stir conversation amid a glittering rainbow of activity. Clean, crisp splashes of sapphire light are focused on one section of the room, accenting a stylish ice vase carved in the spirit of Picasso. Its frosty insides reveal a floral arrangement with a defiant flush of organic beauty. Across the room, a moody ruby cast accentuates an area where the slick, cool surface of another frozen urn is brought to light. This one bears Gogin's genius and holds more natural loveliness that boasts perfection with each untouched petal. At center, a provocatively dressed server is a vision of beauty beneath a glow the color of emeralds, where art is in the air.
One can't help but notice the giant swathe of cosmic material stretched across the room, its translucence awash in dramatic, flickering color. The sound that salutes those who linger is the percussive beat of throbbing, primal drums. Amid the chaos, one can just detect a hint of movement behind the elastic textile panel, an undulating wave without a pattern. Then it comes again - the irregular swells are being caused by something - no, someone. Now it's clear. As the fabric stretches once again, it accommodates a human form as a she rolls herself to the clean rhythm into the eager material. A male shape quickly follows suit, pursued by a series of others. Here in this enchanted place, art has three dimensions. Art comes to life.
What better to compliment this visual circus than refreshing cocktails and the taste of edible art? Enter the finest sushi with unceremonious shocks of color peeking from inside their delicate, round beds. These geometric delights of Japanese proportions just beg to be tasted, as even the provisions offered here have an artistic richness. In this gallery of the taste buds, art becomes substance.
Wake Up and Smell the Coffee Room
The first step from the elevator brings a distinct aroma of java, which easily navigates the nose, followed by a mouthwatering whiff of cinnamon. Without being told, this retreat is obviously meant to entice the sense of smell.
The fresh colors meld flawlessly with the scents. The feel demands that bright citrus tones be used to light the meadow of plush beds, each one beckoning with open arms. This olfactory sanctuary promises a festival for the taste buds and a respite for the body with breakfast in a Heavenly Bed. The satin fabrics cradle anyone who lies upon them, creating the ideal spot to be served a luscious meal. As guests lie back and relax among the company of stunning models, they feel a part of the quintessential patronage. The fluffy softness of the most luxurious accommodations declares: There is no other place that would dare to pamper its guests in such an innovative way.
A silk-pajama-clad attendant arrives holding a tray of goodies adorned with a single white tulip peering out of its own graceful bud vase. A neatly rolled newspaper sits to the side. If the servers' uniforms seem likable, adventurous guests are invited to change into a custom set of special loungewear. Silken robes and satiny boxers are the offerings of choice.
Coffee, dessert and a smattering of brunch delectables are expertly prepared in front of the audience by a W chef. His scrumptious concoctions kindle consummate pleasure with the first bite.
Body & Soul Room
Ethereal music and the whisper of the wind soothe thankful ears in the room where dreams come true. The festival of the senses continues with its next stop - sound.
Soft blue and lavender light, which washes the room in calm, creates harmony with the sounds of trickling wall fountains. The most delicate and sheer fabric treatments gracefully divide several clusters of low-standing tabletops, each surrounded by oversized silk floor pillows. The taste of champagne teases with the pop of its cork and the fizzy promise of bubbly magic. Serene strawberries wait patiently to compliment by delving into a sensual chocolate fondue. The poetic smell of aromatherapy candles fills the air with perfume. Sounds and smells nourish the body and appease the soul.
Futurist face readers, feng shui fortunetellers and sophisticated slight-of-hand artists dazzle visitors with their talents, but it's not their predictions that are center stage. It's the pledge of purity from a softly lit oxygen bar that draws the most attention. It stands proud, advertising with gentle colors, offering all who join in a true breath of fresh air.
Those enter this luxurious oasis are encouraged to make a special wish, which will be judged for originality by the room's hosts. Gifts will be awarded, ranging from small tokens to extravagant hotel packages.
Feeling Fabulous Room
Among a backdrop of the glamorous W pool dotted with floating candles, this health-conscious room draws people into a dichotomy of fitness and leisure, where every body feels fabulous. Tempting massages in comfortable Z-chairs offer the touch of relaxation for those who wish to be pampered. The sensation of cool, soothing water is just a dip away for anyone who chooses to shed his shoes. And for those at the other end of the spectrum, the sense of burning exertion is encouraged by friendly and athletic models who typify the W guest. They train in clusters upon stationary bikes and treadmills, beads of perspiration just barely detectable upon their smooth skin. As they engage guests in conversation, their sleek lines and beautiful curves move gracefully, a vigorous invitation to join the work out.
To quench the thirst, a chilled, spiked smoothie is just the thing. They flow readily from a thriving bar trimmed in marvelous fruit displays. The refreshing feel of each frosty indulgence slides easily down the throat as elegant mini-wraps ride their coattails. Just then the ultimate surprise enters, creating a flush of excitement. The mood of the crowd buoys when a celebrity known for being fit and fabulous enters, ready to socialize and sign autographs in this place where good times and friendly networking aren't just a frame of mind, they're a feeling.
Taste of Success Room
This fusion palace is a culmination of tastes - those of the tongue and the mind. The ambiance announces that this is a place where all senses are heightened. This is a place where it's easy to find a taste of the good life, both literally and figuratively.
Strategic levels invent a sense of depth, forming conversation hideaways for those who seek intimacy and stage-like posts for those who wish to see and be seen. A sexy crimson radiance spills passionate light onto everything beneath it. Stretched lycra panels with their scarlet luminance serve as a space to project tastes of all kinds, from fashion runways to gourmet fare. Chic photographs à là famed photographer Annie Leibowitz flicker across the futuristic surfaces. Clips from food-themed movies, such as Chocolat and Big Night, join in. Stylish scenes from the catwalk are intermingled, showing how refinement is a matter that extends beyond the taste buds.
Edible centerpieces pepper the landscape, a cut above the typical swan-shaped carrot. These exceptional figures come in the forms of intricately carved butternut squash wearing a jungle of scenery and watermelons bejeweled in roses and vines. It's almost as if the unsuspecting produce was born one way and has finally found the sculptured silhouette it was meant to have. Each masterpiece is positioned atop its own belly bar and amid clusters of relaxed seating. Their mouthwatering splendor serves a higher purpose: To showcase that W has done it again. W Chicago is a place where style meets substance.
That theme is carried throughout with a buffet that uses the organic to illustrate. It's the perfect place for more edible centerpieces, but the fresh ideas don't end there. After waiting in line to be served, guests get special attention from a W chef, who expertly personalizes a plate with each patron's name - in edible form, of course. Hungry plates go on to accommodate dishes from around the globe, in the tradition of Chicago's international flair, bursting with zesty spices. Even the drinks enjoy innovation, claiming their very own flavored ice cubes. Lemon and lime essence infuses every W-shaped one.
The taste of elegance. The taste of sophistication. The taste of aahhhhh. They have found their home here at W Chicago, in a form none other than the new W Martini, and it's flaunted in the cleverest of ways. The Fast Forward martini ice bar shouts out with a bold W emblazoned on its front. It readily produces the unparalleled W Martini, shaken, stirred or shimmied, right from its chiseled core. Lit in a wine-colored shade of red, the frosty station lures all who lay eyes upon it, with its servers dressed to match. Across the room, a surprise is in store…
People mingle near what seems to be a harmless structure with contours of a massive red machine, an oddly natural addition to W Chicago with its seamless blend of comfort and technology. A closer look reveals its twelve-foot-high panels aren't so innocent after all. Mysterious arms clad in red satin, sequined and leather gloves appear from strategic holes cut throughout the giant contraption. Guests will be amused by the cordial arms, each offering frozen concoctions and specialty red beverages, here at this Frozen Machine.
The aura of decadence demands this be the spot for W Dance Club, with its W logos, lights and textures shining all around. A live percussionist, horn player and vocalist accompany the trendy DJ, who spins his tunes as caged dancers spin their bodies, here in this place where taste is in the mind of the beholder.
WHY ACME MEDIA
Acme Media, a wholly owned subsidiary of ABC International, is part of one of the world's leading public relations firms. What this means for Company W is a team of experienced, creative professionals who are committed to developing innovative, cost-efficient solutions. This dedication extends to all of our practice areas: market research, branding and marketing strategies, Internet, video, design and event production. With so much expertise under one roof, we are able to offer our clients unprecedented levels of integrated service. In fact, 20% of Acme Media's work is in support of ongoing public relations campaigns.
Our event business has developed some of the most original creative concepts in the industry for worldwide leaders in the retail, high-tech, telecommunications, financial, apparel, medical, pharmaceutical and energy industries. This gives Acme Media a depth of knowledge and expertise that is unmatched by our competitors.
Acme Media… meeting all your needs; exceeding all your expectations!
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