W Montreal underwent major renovations to its common areas, including the check-in area, lobby, bar and restaurant, as part of a multi-phase repositioning project aimed at updating the banner’s identity and offering. The guiding concept initially developed by the firm in 2017 is inspired by a museum-style décor influenced by Montreal’s cultural icons. These revisited artifacts reflect a forward-thinking city that also takes pride in its heritage. The décor displays bespoke furniture inspired by metro stations; carpets hinting at street art; suspended lighting fixtures inspired by the shape of the cross atop Mount Royal; and illuminated artwork reminiscent of the Quartier des Spectacles and Red-Light District. Located above a former bank vault, the bar fits between the lobby and the restaurant in the form of a massive block adorned in gold. The hotel originally had four bars, but none servicing the hotel lobby. A bar extending through the lobby and the restaurant provided a link between the two spaces and combined three of the existing bars. The Tbsp. restaurant sits in a port-like atmosphere surrounded by azure marble, with a wavy and shimmering ceiling imitating the reflection of the waves, immediately capturing the visitor's attention. Sleek and understated, the layout transports the guest to the shores of the St. Lawrence River. The rich woods that make up the tables, seats and part of the lobby evoke boats and docks, transporting visitors to the edge of the water. The project’s social intent was to create two universes that would both attract hotel guests and drive in the locals. Working with W hospitality allowed us to break away from the brand’s previous identity and evolve to cater to both its followers and the next generation of visitors. Our design process also took into consideration the impact of the reconstruction on the environment by selecting several local surfacing products such as locally sourced and prefabricated wood flooring. Montreal prides itself in a bespoke design with local flair that not only translates into the finishes, the atmospheres and furnishings, but that is also enhanced through pieces of art. The integration of the art works was done in collaboration with art consultancy agency MASSIVart, who curated and produced art installations in a way that embodies the hotel’s new identity and enhances the customer experience. The sense of arrival is magnified by an impressive golden and luminous installation by Toronto artist Camille Jodoin-Eng, reminiscent of the building’s origin, as a former banking institution. The lounge is accentuated with a 67’ long, 5’4’’ high piece by French artist Etienne Rey - constantly evolving, it reveals color combinations that change depending on the viewer’s position, thus transforming the lobby area into a contemplative experience. A design installation of light playing with a neon heart which bathes the lobby with a sensual red glow, adds warmth to the space, and reverberates the streets of Montreal. These artworks contributed to a cohesive aesthetic that both enhance the new design as well as boosting the hotel’s ambiance.