W Hotels Taps Chlo? Sevigny, Miranda Makaroff for New Brand Campaign
W Hotels is writing the next chapter in its brand evolution story with “Hotel Tales,” a new documentary-style series that aims to capture the quirky, heartwarming, and unexpected stories that unfold within its properties worldwide.
The short films, written by Pat Regan, known for the Emmy-award winning series “Hacks,” bring to life the hotel’s blend of luxury and irreverence through the eyes of cultural luminaries.
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The series opener features Chlo? Sevigny as herself at the brand’s reimagined global flagship, W New York — Union Square, where the quintessential New Yorker forms an unexpected bond with a W Hotels employee over a collection of ’90s relics she requests. Meanwhile, at W Hollywood, multidisciplinary artist Miranda Makaroff’s episode takes a more romantic turn, chronicling her late-night culinary quest that leads to surprising encounters.
“I have such fond memories of visiting W New York — Union Square back in the early aughts, and it’s been so much fun and nostalgic to return back, but with a fresh modern twist at the reimagined hotel,” Sevigny said in a statement. “I’m excited to be a part of the brand’s new era where we can all continue to write our own stories.”
George Fleck, senior vice president and global brand leader of W Hotels, said nostalgia was a key point in creating the series. “We really wanted to go back to our roots and embrace the wonderful personality of the W brand,” he said. “The hotel itself becomes a character in these stories, with so many fun and interesting moments happening for our guests every day.”
Regan, who was chosen for his sharp, witty voice, said: “I wanted to capture the unique sense of curiosity and wonder that comes with hotel stays. There’s an inherent mystery in these experiences — where are guests going, why are they there, and what is happening in between?”
The campaign’s development drew from real-life anecdotes collected by Fleck and his team, with Regan translating these memorable hotel moments into compelling narratives. “Each W Hotel already has such a distinct energy,” Regan claimed. “Some are playful, some are edgy, some are downright glamorous — but they all share this sense of adventure and boldness.”
“We loved the idea of contrasting these very different stories — one a bit more irreverent and the other more lighthearted and romantic,” explained Fleck. “It really showcases the range of experiences guests can have at a W Hotel.”
Born in New York City in 1998, “The W brand was born during a time of incredible cultural change, and we wanted to recapture that sense of energy, self-expression and individuality,” said Fleck. The brand currently has nearly 70 properties worldwide.
As Regan observed, “There’s something elusive, funny, and idiosyncratic about how these stories become heightened, dramatized or a bit lost in translation in the telling” — a quality that captures the “you had to be there” moments the series aims to showcase.
The campaign builds upon the W Hotels’ commitment to offering what Fleck described as “luxury liberated” — an invitation for guests to embrace self-discovery while experiencing the unexpected. Fleck said the series will debut additional episodes in early 2025, featuring talent from various creative industries.
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