W.

A supportive client and iconic brand combined to make the W Doha Hotel a dream job for the UK's United Designers, Selina Denman discovers.

In the owners of the W Doha Hotel & Residences, United Designers found a client willing to take risks, push boundaries and, most importantly, invest in good design. A rarity indeed, noted Ian Bayliss, the UK-based company's creative director.

"The client backed us every step of the way. There was no cost cutting, so if there is anything there that isn't right, it is not down to the owners or any cost-cutting exercise, it is actually down to the design, which is very unusual," he noted

"They were fabulous people and really believed in modern design and in what we were doing. There were times, of course, when there were worries and questions, but they saw it through and in the end they were thrilled with the result. And that, after all, is the main thing. What's extraordinary is that if you look at the visuals we created five years ago, the finished product is exactly the same - and that is always a good guide," Bayliss said.

Adding to the sense of responsibility that came with working for such a trusting, open-minded client was the pressure of introducing the innovative W brand in the Middle East.

"It was a big responsibility. It was a big statement that we were making. We were looking after a brand that we want to work for again, we were new in the region and we were looking after our client's money. It did weigh heavily on us," Bayliss said. "But the whole process was extremely pleasurable."

Brand new

Inspiring, iconic, innovative and influential are the words Starwood Hotels & Resorts uses to describe its W brand. Or, more philosophically, ‘a storybook encounter of style and soul'.

"The three most important elements that W considers in its designs are the ability to personalise the space, a sense of place and, of course, comfort; we all want to feel at home," explained Safak Guvenc, general manager of W Doha Hotel & Residences.

"Each of these elements can be achieved while maintaining a luxurious and contemporary atmosphere and, above all, offering quality that meets and exceeds expectations. We are a luxury, boutique hotel, after all, and we believe in unsurpassed richness and exemplary service. It is fundamental to the W brand," he elaborated.

United Designers' job was to translate the brand's inherent sense of whimsy, playfulness and cutting-edge style in a Doha setting - and the end result is bold, lively and infused with energy.

For a start, the design doesn't shy away from colour. Taking a detour from the muted beiges and off-whites so often used in a hospitality setting, United Designers called upon a varied and rich palette. "We were determined to get some colour in there, and some vibrancy, especially in the restaurants.

"For the hotel, we have a palette of greys and blues and silvers, so it is understated where it needs to be calm. Where you need to have fun - which is what a W hotel is all about - we used reds and oranges and glossy surfaces to get some energy in," Bayliss detailed.

W living

Setting the tone for the rest of the hotel is the Living Room - W speak for lobby. A three-storey space with mezzanine levels, the Living Room is important not only because it introduces the W brand, but also because it physically links a range of other areas, including the conference rooms, ballroom, Crystal Lounge and Spice Market restaurant.

The height of the space was initially quite daunting, Bayliss noted. "Originally, we were a bit frightened of the height of the atrium space that we inherited from the architects. So we tried to think about a way of reducing that height and making it more to human scale."

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