Future Rising
CHALLENGE
When the first W opened its doors in 1998, it introduced a radical cultural vision of what a hotel could be, attracting influential travellers and becoming a leading brand in its category. But 20 years later, the world has changed and the cultural vision that W was built on is not as resonant as it once was. For the brand to continue to dominate the lifestyle/luxury category for the next two decades, it needs to retool its mythology and credibility amongst culturally-progressive travellers.
SOLUTION
Future Rising is a global cultural platform that creates momentous in-hotel experiences that generates engagement and reach amongst influential, culturally-progressive travellers. It champions the creative leaders of tomorrow, across music, design, art and fashion. Since 2016, three volumes of Future Rising have taken place in W’s around the world, from Europe to the Middle East, to Asia-Pacific. Future Rising has reinvigorated W Hotels’ positioning within contemporary culture, creating new mythology for the brand and engaging a new generation of clientele.
London, Paris, Barcelona, Amsterdam, Istanbul, St. Petersburg, Doha, Dubai, Hong Kong, Shanghai, Guangzhou, Bangkok, Goa, Kuala Lumpur, Brisbane
Shanti Celeste, Mercedes Benson, Baba Stiltz, Krystal Klear, Ece Özel, Jeftuz, Jengi Beats, Mr Mendel, Alizzz, Marc Pinol, El & Hoppa, Phil Gerus, Hannah Faith, Kim Ann Foxmann, Kerem Akdag, Chris K Martin, Aeli, Alex Kennon, Alex 4000, Bipolar Sunshine, Kaan Düzarat, Karim Sultan, L.O.W.E.R, Nusaibin, Faissal El-Malak, Gregory Robert, Tulip Hazbar, Safia Zimouche, The Flowerboys, Fernando Lagreca, Amirah Tajdin, Ali Elmaci, Matilda Finn, Raine Allen-Miller, 212 Magazine, Gregory Robert, Solar Distance, Benji B, Bohan Phoenix, Maiyarap, Boxout Soundsystem, Ben Bizzy, Delf, EEY (Deep Dark Dark), J Hoon, Lofimaker, Absurd Trax, _RHL, MC Goldmountain, Memento, Nino, Silk Road Sounds, Tedman Lee, Tsunami Soup Collective, Wanton Witch, Younggu, 南洋派對 NYPD, Rook Floro, Subodh Kerkar, Blaq Lyte, Wild City, Yeti Out, Children of Zeus, Francois Boulo, Neue Grafik, William Djoko, Onionlab, Sano, VIR, Eliza, Patience Harding, Aisha Zoe, Tommy Gold, Lafawndah, Random Studio, Siroj, Carista, Rinse France, Clash, Glamcult, Lexie Lu, Adrian Yu, Nora Wong, Notep, Kobored, Supersonic, Marmosets, BLOT!, Sam Madhu, Anu$hka, Zokhuma, Shelhiel, Zulamran Hilmi, Reddi Rocket, Twinkies, Genesis Owusu, Tszuj, Milan Ring, Adi Toohey, Jarreau Vandal, Mollie Mills, Tom Misch, 22 Tracks, This is Underground Magazine, HYPEBEAST