It's time to press play: W Hotels Worldwide opened the doors to Melbourne's first luxury lifestyle hotel -- W Melbourne -- at 408 Flinders Lane.

In the heart of an eclectic dining and edgy fashion district, W Melbourne brings the community's iconic laneway culture and emerging music scene to life. Inspired by the contrasts of the city, the hotel slowly reveals itself to visitors as guests peel back layers to unearth the unique personality of each space.

Marriott International recently unveiled the highly anticipated W Melbourne, the city’s first luxury lifestyle hotel and Marriott’s second W hotel in Australia.

"It was a natural choice for us to launch our second W hotel in Australia in one of the world's most culturally diverse cities," said Sean Hunt, Area Vice President, Marriott International. "With its bold style, energizing nightlife and great appetite for what's new and next, Melbourne is a brilliant new addition to our luxury portfolio, and solidifies our confidence in the travel recovery here in Australia."

Igniting Endless Possibilities

Australian architecture and interior design firm Hachem brings innovation and brand storytelling to life through their evocative approach to W Melbourne. Drawing on the city's diverse and contrasting character, W Melbourne's design inspiration is translated into vignettes of Melbourne's streetscapes, letting guests uncover the dynamic city's past from behind the scenes.

Upon arrival at W Melbourne, guests are introduced to the neighborhood's iconic laneways, famous for their graffiti street art and offbeat, eclectic characters. Victorian bluestone tiles connect the Living Room to the laneway, blurring the line between the exterior and interior, where the Welcome Desk stands ready to greet guests. A vast lenticular art installation by local painter and digital artist Rus Kitchin immerses viewers into a canopy of Australian flora and fauna growing above the famed Hosier Lane. The illuminated glass and wood of the Flinders Lane entrance is juxtaposed against the shadows of the hotel's foyer.

W Melbourne has 294 luxuriously stylish guest rooms and 29 suites, with design details curated to reflect Melbourne's fascinating history and culture. The hotel's Wonderful, Fabulous and Mega category rooms are inspired by the neighboring street-level newspaper kiosks that back to the 1960s. Each room features floor-to-ceiling windows with stunning skyline views. The Marvelous rooms feature a vibrant wall graphic of a fairy wren, a bird native to Australia, pulling back a layer of fabric to reveal a colorful Melbourne scene.

The graphic pays homage to the city's roots as a fashion hub, with Flinders Lane at the center of its textile trade. The 175-square-metre Extreme Wow Suite (W Hotels' modern interpretation of the traditional presidential suite), is on the hotel's highest floor at Level 15, and features a large balcony with expansive views of the Yarra River and an interactive music station -- a fresh take on an old-school jukebox.