Who: W Toronto; What: 11-storey urban luxury hotel; When: Opened last week: Where: Yorkville (the old Marriott at 90 Bloor St. E.); Why? Marriott says it is seeking to offer “a long due alternative” to Toronto’s luxury hotel sector.

Set in “the vibrant, creatively charged neighbourhood of Yorkville,” W Hotels says the property is “a celebration of Toronto’s storied art scene, diversity of culture, and legacy of non-conformity… (and will) bring a new energy and sophistication to the city’s luxury lifestyle hospitality scene.”

“From its street art scene and ongoing musical legacy, Toronto is a natural fit for W Hotels,” says Benoit Racle, VP of W Hotels Worldwide. “Our unassuming, playful interpretation of luxury is poised to make W Toronto a regular stop for those living and working in Toronto as well as the perfect place for an out-of-town guest to revel in the city like a local.”

Here’s a look:

Design

W Toronto is a juxtaposition of the city’s biophilia, man-made city grid and brutalist architecture. The contrast begins with the exterior, where the brutalist facade has been transformed through warm, LED lighting that illuminates the night sky, including a glowing, opaque orange lift to take guests to the rooftop bar and restaurant.

The journey begins on the 6th Floor, where the Welcome Desk and Living Room (the W brand’s signature lobby/lounge) drips in jewel tones of ruby, amethyst, and topaz – with curved lines and velvet furniture reminiscent of Toronto’s late ‘60s and early ‘70s counterculture movement.

Other highlights of the space include a communal “fire” pit, a circular destination bar featuring cascading amber lighting, and access to The Yard, an outdoor terrace surrounded by a three-story atrium of guest room windows – creating a voyeuristic tension between public and private.

Accommodation

The hotel features 254 guest rooms – including 30 suites – two of which are Extreme Wow (Presidential) Suites. Drawing inspiration from Toronto’s theatre district, guest room beds are flanked by stage-inspired pendant lights and situated in front of a sapphire velvet curtain that can be automatically drawn open or shut.

Design touches include curved banquettes, dressing-room style vanity mirrors, “record-like” tables in honour of Toronto’s musical legacy and nods to nature, like the abstract floral wallpaper and mushroom-shaped accent lights. As a playful wink to personal artistic interpretation, Double Queen Rooms are adorned with wall art that reads “Not everything has to mean something. Some things just are.” by Canadian writer and musician Charles de Lint.

Art + Soul

Music and creative artistry take centrestage at W Toronto, boasting Canada’s first W Sound Suite, the brand’s signature recording studio experience. Situated off the Living Room, behind a nondescript, one-way, tinted window, the W Sound Suite is outfitted with professional equipment where accomplished and novice musicians, podcasters, and other creatives can draw inspiration from the city and hotel scene.

From the psychedelic rock of the ‘60s and the hip hop of today, to the street art of Graffiti Alley, W Toronto honours and adds to city’s multidisciplinary artistic legacy with a collection of original work beginning with the W Monument on Bloor Street, which reflects biophilia and hippie culture through the use of natural crystal rock patterns and the bold palette of psychedelia.

The journey continues with three murals by Dutch-born artist Mikael B. At the driveway is “Below The Surface,” a mesmerizing interpretation of undersea volcanic eruptions; “Hidden Gem” – located at Lift Level G – inspired by Salvador Dalí, Jackson Pollock and Peter Saul with an array of colours and geometric shapes; and “Clear Vision,” an abstract experimentation of color in the meeting and event space.

Coffee-Cocktail-Cuisine Scene.

Leading the creative culinary charge at W Toronto is Executive Chef Keith Pears, who is well-known to culinary enthusiasts. His enviable resume – B.C. Chef of the Year, Gold Metal Plates, Bocuse d’Or National Selection, and appearing on Chopped Canada – brings star quality to W Toronto’s three distinct beverage and food venues, taking guests on a progressive journey from morning to late night, including:

• PUBLIC SCHOOL, the ground-floor coffee house, kitchen, and bar driven by barista culture by day and new school tonics, elixirs and low or no alcohol beverages by night.

• Ideal for a solo coffee, casual working lunch, after-work cocktail or late-night revelry, the Living Room features “Toronto Tapas” – light, shareable bites representing the city’s diverse neighbourhoods, such as Barbacoa Tacos (Kensington Market); Jerk Chicken Skewers (Little Jamaica); and Fogo Island Cod Cheeks (Little India).

• As the sun sets, SKYLIGHT, the hotel’s rooftop bar and restaurant, casts a spell on the city’s late-night scene with alluring curated cocktails and Mediterranean-inspired cuisine. The indoor-outdoor boho oasis overlooks Bloor Street, celebrating the provocative and artistic spirit of the 60s Yorkville hippie revolution.

In addition to the bazaar-inspired main room, with its nightly DJ booth and performance stage, SKYLIGHT features The Loft (for semi-private events), The Den (an intimate seating, people-watching nook), and The Terrace (with birdcage-style seating).

“W Toronto is a microcosm of the people, culture, and history of this incredible city,” says Craig Reaume, General Manager, W Toronto. “From the intentional design of each guest room and the authentically diverse menus to the music and vibe of each public space, W Toronto offers a long overdue alternative to the luxury hotel scene.”