Welcoming the W to the Algarve

W is defying expectations and breaking the norms of traditional luxury wherever the iconic W sign lands. With a mission to fuel guests’ lust for life, W ignites an obsessive desire to soak it in, live it up and hit repeat. Innovative, inspiring and infectious, the W’s super-charged energy celebrates guests’ endless appetite to discover what’s new/next in each destination, to see more, feel more, go longer and stay later.

Located on the sun-drenched shores of the Algarve, where jagged cliffs merge with crystal clear waters and all year sunny climes, the 134-guestroom hotel, and 83 Residences, will bring the brand’s distinctive energy to Portugal for the first time. With an intriguing design spearheaded by AB Concept, the hotel will entwine the Algarve’s striking natural scenery and rich Portuguese history with the brand’s signature style.

“The arrival of W Hotels in the Algarve marks a new chapter for both the brand and the Algarve region, which is known for its enviable Mediterranean climate and stunning coastline scenery.”

said Candice D’Cruz, Vice President, Luxury Brands, Europe, Middle East & Africa, Marriott International.

“Through the sophisticated, striking design and colourful, storied interiors, W Algarve will offer a vibrant escape that injects the location’s charm with W Hotels’ playful style.”

Guests arrive through an entryway inspired by an old local folklore featuring a fluid, curved feature wall adorned with infinity mirrors and Portuguese handmade ceramic plates – made by Vista Alegre, a Portuguese porcelain craft company that has been in existence for almost 200 years – in ethereal greens and blues arranged in an abstract form, creating a mystical underwater feel the moment guests step through the doors.

Embark on a journey of discovery in the energetic W Lounge, which features a mesmerising ‘wave’ centrepiece installation made from glass panels, taking inspiration from Moorish jewellery and oceanic bubbles. With one side of the W Lounge opening out onto the terrace, the space is flooded with bright, natural light, creating an indoor-outdoor feel. The glamorous bar, decorated with custom-made Moorish inspired tiles, features dramatic handblown glass lighting pendants and a 20-metre- long onyx counter that extends from the interior bar to the exterior terrace.

The ultra-chic guestrooms embrace clean maximalism. Opposites attract as natural hues and materials marry colour. Custom-made furnishings and intricate local touches are peppered throughout including filigree bedside lanterns, dramatic backlit headboards designed in a nod to nearby churches, mosaics made from authentic Algarve ceramic tiles, and a crochet pattern that adorns the glass panel separating the bathroom from the bedroom, reflecting onto the bedroom floor as the light shines through.

Ed & Terence

ab concept was founded in 1999 by Ed Ng, an interior designer obsessed by space, and Terence Ngan, an architect obsessed with detail. Terence’s appetite for problem solving, planning and shaping environments combined with Ed’s cultural fuency, theatrical eloquence and deep knowledge of materials is what gives ab concept its unique point of view.

Together, they are focused on creating moments that matter in luxury hospitality, commercial and residential environments across the world, applying a unique design approach which involves exploring local culture and experimenting with tastes and skills. Resulting projects are a culmination of these vital ingredients ofering bespoke experiences through narrative-driven interiors with meticulous attention to detail.

Guests were treated to energetic evening performances, cocktails and sunshine, before Rita took to the stage and dazzled the intimate crowd of local and international tastemakers with a special performance, wearing a sparkling jewel encrusted mini dress. VIP guests at the Grand Premiere evening included Isabeli Fontana, Vas J Morgan and Cindy Mello, who were spotted mingling at the exclusive event.

Photo: Dave Benett, Getty Images

Making waves on the Algarve coast, W Algarve marks W Hotels debut in Portugal, giving sunseekers a new reason to visit the region. Perched atop Southern Portugal’s iconic cliffs, the latest hotel to join the brand’s family of W Escapes brings a vibrant, unexpected new energy to the coastal town, offering a juxtaposed blend of seaside relaxation, with always on, social energy.

“We’re thrilled to finally open the doors to W Algarve which marks our first W Hotel in Portugal, and what better way to start a Summer long season of music programming then a live performance with Rita Ora.” said Candice D’ Cruz, Vice President – Luxury Brands, Europe, Middle East & Africa, Marriott International. “Our aim with this new hotel is to bring a unique, modern luxury experience where international jet setters and local tastemakers can discover an unexpected side of the destination.”


Pedro Metelo (2 Inspire) and Paulo Magalhães (PMP Eventos Presentation) commenced their prospective business more than ten years ago.

Pedro & Paulo realised that they both have the same desire to constantly innovate and wanted to achieve the higher echelons within their prospective industry and, therefore, a unique and creative contemporary event. They combined the audiovisual and choreography skillsets and started creating events all over Europe. They realised the benefits of combining technical and creative teams symbiotically. Technical teams are highly innovative and know their equipment’s capabilities and limits, enabling boundaries to be pushed and truly innovate. The culmination of 20 years of experience enables clients to trust them to produce tailor-made applications for essential events.

Photo: Dave Benett, Getty Images

“We provide inspirational experiences to convey messages clearly, generate motivation and inspire teams so greater results can be achieved. Creating a 360o consultancy around your communication needs, we’ll be helping you with the definition of critical moments and messages to help you to provide an enhanced and richer experience to all your guests.”




“Creme is a company that deals in memorable experiences. While our background comes from live events we’re naturally evolving to new and challenging formats, mostly with companies but also through our own events and experiences. For W Premiere, we had a team of around 100 people working on the project. We were also surprised by our client’s aim to be bold. This is the attitude we foresee in a client. We truly believe that’s the path to greatness”.

Douro Vale de Escadas Reserva

at the Grande Premiere Event for the W Algarve

I created an exclusive wine with a limited edition to celebrate the opening of W Algarve & Residences on the 15th of July 2022.

The Douro Valley was the chosen location for this special wine; old vines bring complexity to a wine, they’re meant to be consumed at the event and kept in the cellar for many years.

A blend of the most iconic native grapes, Tinta Barroca, Tinta Roriz, Touriga Franca and the famous Touriga Nacional, aged in French Oak casks. This is a wine with deep colour, concentration, dark red fruits and noble tannins, a perfect wine for sophisticated food.

Only 60 magnum bottles were produced, laser engraved with the date of the occasion and logo of the hotel. An exclusive and unique bled produced by Morvalley Wines, a wine to remember!