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 the Puerto Madero neighborhood and is being developed in partnership with GNV Group.
“We are thrilled to be working with GNV Group to bring the inimitable W experience to the highly desirable Madero Harbour development, as Puerto Madero is one of Buenos Aires’ most sought-after neighborhoods,” said Laurent de Kousemaeker, chief development officer, Marriott International, Caribbean & Latin America. “Puerto Madero is poised to become one of Latin America’s coveted luxury destinations, as residential, office, and retail entities thrive within its chic, bohemian vibe, surrounded by high-energy nightlife, lush green spaces, and perfect walkability.”
W Buenos Aires will feature 150 guestrooms, dedicated meeting space, several restaurants and a rooftop bar with sweeping city views. The new hotel will join six other W properties already operating across Central and South America, expanding the brand’s presence in the region.
“Buenos Aires is a city that never sleeps and — like the W brand — is bursting with creative energy,” said Ivan Ginevra, vice president, GNV Group. “The combination of the city’s phenomenal nightlife, rich and stunning architecture and cultural heritage make it one of the world’s most inspiring and passionate capitals — and perfect for W guests, who live on the pulse, and who seek the unexpected.”
“We are very proud to be chosen by Marriott International to partner on this amazing project. It will alter the Buenos Aires skyline, and help make Puerto Madero the coolest spot in the city,” added Alejandro Ginevra, president, GNV Group.
The planned development emphasizes design-led hospitality and urban integration, aiming to enhance Puerto Madero’s reputation as a vibrant destination for residents and visitors alike. With its mix of leisure, dining and event facilities, W Buenos Aires is positioned to attract both international travelers and local guests seeking a contemporary luxury experience in one of the city’s most dynamic districts.
Construction and opening timelines are set for 2024, and further details on interiors, dining concepts and event offerings are expected as the project progresses. The collaboration between Marriott International and GNV Group signals continued investment in Buenos Aires’ hospitality market and underscores Puerto Madero’s growing status as a focal point for upscale development.