W Hotels is coming to Buenos Aires with a new property scheduled to open in 2024. The hotel will occupy part of a 34-story mixed-use tower in the heart of Puerto Madero and is being developed in partnership with GNV Group.
Laurent de Kousemaeker, chief development officer for Marriott International in the Caribbean & Latin America, said the collaboration with GNV Group will bring W’s distinctive lifestyle hospitality to the prestigious Madero Harbour development. Puerto Madero is one of Buenos Aires’ most desirable neighborhoods, known for its vibrant nightlife, leafy promenades, and highly walkable streets that blend residential, office and retail uses.
The new W Buenos Aires will feature approximately 150 guestrooms, flexible meeting spaces, several dining venues and a rooftop bar offering sweeping views across the city. The hotel will expand the W brand’s presence in Latin America, joining six existing W properties across Central and South America.
Ivan Ginevra, vice president of GNV Group, highlighted the fit between the city and the brand: “Buenos Aires never sleeps and, like W, pulses with creative energy. The city’s nightlife, remarkable architecture and cultural richness make it a magnetic capital — ideal for W guests who seek excitement and the unexpected.”
Alejandro Ginevra, president of GNV Group, added that the project reflects both partners’ ambitions: “We are proud Marriott selected us for this project. The tower will reshape the Buenos Aires skyline and help cement Puerto Madero as one of the city’s most dynamic and stylish neighborhoods.”
Located along revitalized waterfront land, Puerto Madero has become a focal point for luxury development and urban renewal in Buenos Aires. The addition of W Buenos Aires is expected to attract leisure and business travelers interested in a high-energy hospitality experience that blends contemporary design, local culture and panoramic city views.
The new hotel’s combination of modern amenities, dining options and rooftop social spaces aims to create a lively destination for guests and residents alike, further reinforcing Puerto Madero’s reputation as an upscale, culturally rich district within Argentina’s capital.