Away Spa - W Hotel South Beach
Urban Robot Associates
The concept originated as a way to reflect Miami’s ever- revolving identity towards an increasingly refined
cosmopolitan culture, while still embracing the diversity of its inhabitants and visitors. The challenge was to provide an ambiance that could appeal to the sophisticated yet maintain the edge factor. The design creates a serene environment with a calming natural palette of colors & materials that introduces a sense of relaxation and tranquility. The ultimate goal was to strike a balance between elegance and comfort, declaring that, although the atmosphere is elevated, the finished spaces are always approachable and personal.
The space emulates this balance by combining dappled natural light, graceful soft furniture, luxurious textured fabrics, warming brass finishes, and vibrant accent colors of greens and corals, thus creating a captivating urban refuge.
Key design elements include soft curving lines, vertical wood slatted screens, and natural textures such as white oak, Jerusalem limestone, and lush greenery. This soft approach is juxtaposed against iconic Chanel- inspired vanities and furnishings. The space layout features seven treatment rooms including a serene couple’s suite, vaulted steam rooms, private manicure, and pedicure stations, individual women’s and men’s lounge and locker rooms, a grand lobby, and an invigorating outdoor terrace connecting to Miami's sought after spectacular views.
Fundamentally, each detail is meant to play a sensory story by using a narrative that takes the guest through a nourishing, even ritualistic, experience with healing aromas, self- curated audio experience, soft textures, warming temperature, and soothing yet playful tones.