The earlier W's in the U.S. were cutting edge renovations of existing hotels within the Starwood group. Replacing the lobby with the "living room" concept, where guests could gather at the bar, differed from the traditional hotel. Although W receives credit for the idea, the underlying concept was once common. In the 1800s, the lobby provided a social gathering point in most communities. In earlier eras, the bar was often unseparated from the lobby. However, the aspirational, stylish, modern, and very strong design identity was W's unique feature. In 2001, Starwood added W New York - Times Square, a design model for the rapid expansion of properties in the United States over the next decade.

In following new trends, the challenge was to find the right balance between style, newness, attitude and profitability. Guests sought more than the cookie-cutter styles that had previously defined luxury and branded properties. The edgy W brand evolved with consumers. The demographics of early guests steered the W’s rise into the luxury hotel tier. It incorporated popular culture, contemporary design, and a certain casual irreverent attitude.