The popular streetwear brand will take over the W Austin hotel during the SXSW festival weekend, featuring exclusive shopping and immersive experiences.
A popular California-based streetwear brand, Cherry Los Angeles, is expanding its presence in Texas with an experiential event at the W Austin hotel, coinciding with the opening weekend of the renowned South by Southwest (SXSW) festival. The event is scheduled to take place from Saturday, March 8, through Sunday, March 9, 2024, providing a three-day immersive takeover of the hotel’s Blue Room cocktail bar.
Cherry Los Angeles is known for its Americana and Western-inspired designs and has previously collaborated with well-known brands, including Tokyo’s Girls Don’t Cry and the F1 team Oracle Red Bull Racing. This partnership with W Hotels signifies a new type of experiential collaboration, where the hotel’s interior will host curated programming that is open to the public.
The planned programming during the takeover will feature a range of activities, including thoughtfully curated food and drinks, live performances, special guest appearances, and an interactive activation space. Attendees will also have the unique opportunity to shop from Cherry LA’s spring collection, which will be exclusively available in all 32 luxury suites at W Austin. Additionally, guests will be able to order a special Cherry LA-inspired ice cream sundae through the hotel’s in-room dining service during the takeover.
David Levy, one of Cherry LA’s co-founders, expressed his enthusiasm for the collaboration, stating, “This partnership is all about capturing Austin’s distinct charm through Cherry LA’s lens—blending the city’s honky-tonk roots with modern luxury.” He noted that when W Hotels approached him and co-founder Joseph Perez about a potential partnership, they felt that combining their brand with the hotel’s aesthetic was a seamless fit that honors Austin’s cultural heritage.
George Fleck, W Hotels global brand leader, also recognized the significance of fashion within their brand, saying, “Fashion has always been woven into the fabric of W Hotels. Just like music, art, and design, it’s a driving force behind the brand’s identity.” This collaboration follows W Hotels’ history of establishing its locations as cultural and lifestyle hubs, as seen in previous partnerships with various fashion brands.
The Cherry LA takeover at W Austin promises to be a unique blend of fashion, cultural celebration, and interactive experiences, aligning perfectly with the vibrant atmosphere that SXSW brings to the city.
Source: Noah Wire Services
