1 -min. read

Hotel re-brandings always give us a bit of startle but this one has us reaching for the wine to calm ourselves down. (Who are we kidding? We were already on the way to the bar.)

The Viceroy Miami, which opened in 2008 in the downtown ICON Brickell complex, complete with fantastical interiors by Kelly Wearstler and a jaw-dropping views of Biscayne Bay from the spa, was recently sold for $64.5 million to a Qatari company, which promptly renamed the 148-room hotel as the W Miami. If you’re thinking what we were thinking, no, the new owners didn’t just smack the W name on the building to be trendy. They actually partnered up with Starwood Hotels and Resort in a management deal.


According to the Real Deal, W is expected to come in and put some WORKWORKWORKWORKWORK into the place, which means creating a Living Room on the 15th floor and transforming the 50th floor rooftop in a cocktail lounge and W’s signature WET deck.

Indeed, the Viceroy Miami website is now defunct and it will redirect you to a list of other Viceroy Hotels, including Viceroy Chicago which will open in 2017. Meanwhile, here’s the new W Miami site. Hmm, we better order a full bottle just to fully process this news.

[Photo: Viceroy W Miami]


Juliana Shallcross
A self-confessed hotel addict, Juliana Shallcross has been reporting on hotels around the world for more than a decade. She was previously the managing editor A good portion of her job involves sleeping in new hotels, obsessing over technology and keeping tabs on the ever-changing hospitality landscape. She's based in Los Angeles.

We use cookies to improve your experience, by browsing this site you are agreeing to this. For more information, including how to disable these cookies, please see our privacy policy