Dripping in old-school glamour and live Blues & R&B, The W Hollywood’s Velvet Hour shapes a new modern spectacle in the heart of Hollywood for the next generation. Think of a space where glamour and myth are tightly intertwined, an intimate, music-led world of velvet, silks, jewel tones and live performance, perched above the city lights and LA’s glittering Skyline.

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Opened 10th September, Velvet Hour marks the latest evolution of W Hollywood’s music-driven identity following its multimillion-dollar transformation and return to the Hollywood scene in 2024. Velvet Hour launched as a weekly activation with a rotating calendar of live music, entertainment, and private events in a space designed to feel less like somewhere you’d go for a drink and more like a place where you enter a scene.

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“We want guests to walk in and have that moment of ‘where am I?’” says Nick Rimedio, General Manager of W Hollywood. “Blending old Hollywood glamour with a mid-century feel, every night should feel a little cinematic and

immersive, inviting guests to be part of the moment.”

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It’s a space of deliberate drama with aesthetics inspired by mid-century modernism and the Golden Age of Hollywood production. Through layers of light, texture and movement, the space takes centre stage – with a 360-degree circular stage at the heart of the room, the room's defining feature. Its positioning is intentional, removing the separation between audience and performer and intertwining the two intimately. Depending on the night, the room's soundtrack moves through Blues, R&B, jazz, and the blurring of boundaries in between. Under the hand-sculpted chandelier and its shimmering lights, you can take in the space's richness completely, as if you were on an old Hollywood set. It’s glamorous, intentional and intimate.