As the glassy William Rawn-designed tower went up in the Theater District, the W Hotel & Residences quickly became the talk of the town. But how to market the slick international brand to conservative Boston? Kortenhaus was hired to position the W name in the city while tapping into a new Boston buyer: young, affluent, and international. We developed media and community partnerships that would appeal to this demographic while also engaging the city's established glitterati. Through the creation of design-forward model units, and perfectly tuned programming and events, Kortenhaus gained powerful editorial placements for the hotel, residences, and the property's first-floor restaurant, Market by Jean-Georges, while earning the W an indelible reputation as the place to see and be seen.