Immersive Spaces
The WB Hotel
Warner Bros. & Miral
The WB Hotel
Warner Bros. & Miral
- Client
- Warner Bros. & Miral
- Year
- 2022
- What we did
- Concept
- Experience design
- Content production
- Art direction
- Branding
- Creative technology
In 2022, Warner Bros. opened its first ever hotel in the world. We designed a next-level boutique hospitality experience for the inaugural opening in Abu Dhabi, UAE, weaving 100 years of cinematic storytelling into the brick and mortar flagship.
What does a WB hotel look & feel like?
As a companion to the first WB theme park in Abu Dhabi, a place for guests to stay was needed. Something just as magical, inviting, and engaging. WB & Miral hired DK to design the guest experience from top to bottom.
100 years of cinematic storytelling
Our work spanned everything from branding, theming, and wayfinding to the production of landmark digital installations and scultpures that elevate the experience with cinematic storytelling. The façade of the hotel features 10 pieces of original content celebrating WB IPs.
We collaborated with a team of architects, leading the creative direction of the project to ensure that the brand’s iconic spirit was infused into every guest touchpoint. For example, The Living Archive is an evolving treasure trove of props and artifacts to explore right by the Lobby.
An Inn Between Worlds
The WB Hotel becomes a crossroads where all stories converge, taking guests on a fantasy journey where they feel like the star of their own Warner Bros. film. Iconic characters appear to be in residence at the hotel, leaving plenty of traces of story to uncover.
Pulled from comic strip storytelling, the spirit of “Meanwhile ...” pervades the hotel experience. There’s always something happening and always more to discover, depending on the guest's interests.
A multimedia ecosystem
From the moment guests arrive, stunning digital displays pull them into the world of Warner Bros. All video content is inspired by WB brands and characters including Batman, Blade Runner, Looney Tunes, The Wizard of Oz, and Casablanca.
Pulling from the WB archives, we created all-new stories produced in the style of the original content.
An interactive player piano from Westworld’s Mariposa Saloon waits for guests in the hall. We sourced a 100-year old piano and hacked the mechanics with interactive technology and coding, allowing guests to select the next song that plays.
The Narrator
The full experience is tied together with a cohesive brand voice that personalizes each visit through a variety of guest collateral.
A great success
Since opening, The WB Hotel has made waves in Abu Dhabi with consistently high occupancy rates, becoming a favorite for visitors to the region.
