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“W XXX” — W Hotels Uses Human Chess Board to Tease Details of New Amsterdam Property

“W XXX” — W Hotels Uses Human Chess Board to Tease Details of New Amsterdam Property
Jennifer Billock

W XXX's Game of Human Chess in Miami (Photos: HotelChatter)

The upcoming W XXX hotel recently showcased its signature sense of humor with a game of chess at a Miami party.

When the W Amsterdam opens on September 21, it will be known as W XXX, paying homage to the city’s historic nickname since 1505. The hotel brought its anticipated clever humor to a party during the 2015 LE Miami Conference — a luxury and lifestyle travel market trade show — by featuring a human chess board, complete with a “W XXX” crest adorning the board and flags held by some of the human chess pieces, who were dressed as notable figures from Amsterdam’s past in high fashion.

The chess board display signified the official launch of the “W XXX” moniker, which is expected to become ever present in the ramp up to the hotel launch.

“It’s the fun, and the whimsy and doing things in a creative way which is the backbone of W,” said Anthony Ingham, W Hotels’ global brand leader. “We don’t want to take ourselves too seriously. It’s really about doing things in a fun way, which is stylish but never taking ourselves too seriously. And so that’s the energy and vibe we want to create in every location, but every location is completely unique.”

W XXX will be split between two historic buildings in Amsterdam. The hotel will contain 238 guest rooms, including 23 suites, three WOW suites and two WOW Extreme suites, as well as a spa, rooftop bar, two restaurants, gym and business center. Guests of the W XXX will also have the opportunity to take advantage of a unique Whatever/Whenever room-service delivery option.

[Photos: HotelChatter]

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