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.
The series opener features 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,” Chloë 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.”
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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.
