W Hotels is set to debut in the Netherlands with the new W Amsterdam, scheduled to open in Autumn 2015. Owned by STAG Europe (Grafenau) BV, the hotel will be located on the prestigious Dam Square in the heart of Amsterdam, behind the Royal Palace and just steps from the city’s iconic canal district with its vibrant restaurants, bars and nightlife scene.

“We are proud to bring the W brand to Amsterdam as we continue to grow this contemporary, design-led lifestyle brand in primary markets throughout Europe and around the world,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “The vibrancy and energy of Amsterdam combined with its strong cultural offering makes the perfect backdrop for the W brand, which will bring a new style of modern luxury to the Dutch hotel scene.”

W Amsterdam will provide an integrated contemporary lifestyle experience with 169 stylish guestrooms, including 10 suites and one Extreme Wow Suite (the W brand’s interpretation of the Presidential Suite). Upon entering the hotel, guests will be elevated directly to the rooftop, where they can check-in and enjoy a cocktail in the W Living Room (W’s take on the staid hotel lobby where guests can mix and mingle). Guests and locals alike will delight in W Amsterdam’s rooftop restaurant and destination bar, which will provide unrivalled views over Dam Square and the city lights.

W Amsterdam will also offer 480 square metres of ultra-modern meeting and event space, including two Great Rooms and two smaller meeting rooms. In addition, W Amsterdam will boast FIT® state-of-the-art fitness centre and WIRED 24-hour business centre.

Guests will be treated to the W brand’s iconic Whatever/Whenever® service philosophy that provides guests with whatever they want, whenever they want it, as long as it’s legal. W Amsterdam will also boast a full calendar of exclusive W Happenings that showcase what’s new and next in design, fashion and music to guests and local trendsetters alike.

W Amsterdam will occupy a former Telephone Exchange building, a historic property in Dam Square constructed in the Amsterdam School style of architecture. The building will be re-imagined by award-winning practices OFFICE WINHOV of Amsterdam and Canada’s BK Architecture, including full restoration of historical elements combined with a new, contemporary design.

“Following the renovation and refurbishment of this landmark building, W Amsterdam will be a vibrant and energetic destination where guests and locals get together to mix, mingle and engage,” said Bram van der Hoek, Regional Managing Director of Europe Hotels Private Collection, owner-representative for STAG Europe (Grafenau) BV. “We have no doubt that the hotel will become the number one choice for design conscious travellers in the city of Amsterdam.”

Following the successful debuts of W Hotels in Istanbul, Barcelona, St. Petersburg, London, Paris, and most recently Verbier, W Amsterdam will become the seventh W Hotel in Europe joining a portfolio of 45 W Hotels around the world and more than 20 in development.

“The W brand continues to be a key driver of growth for Starwood around the globe. This signing underscores our continued commitment to grow the W brand in primary markets and represents an important milestone in our overall development strategy,” said Bart Carnahan, Senior Vice President Acquisition & Development, Starwood Hotels & Resorts, Europe, Africa & Middle East.