Starwood's W brand links with Ignite for overseas hotel bars

Starwood's luxury hotel brand W is to launch its first overseas bar concept in collaboration with the firm behind London club Boujis.

The US hotel chain has signed a deal with the Ignite Group to run the main bar and lounge at Starwood's new W Hotel in Barcelona, which is due to open next summer.

It is expected to be the first of several collaborations between the two companies.

The Ignite Group said it was currently in discussions with Starwood and other groups about launching further international concepts.

Maria Slater, marketing director for the Ignite Group, said that despite the current economic climate, the group was entering the venture in a "very positive way".

She added: "Barcelona is a very buzzing city and all our products in the UK are doing well we've had a high attendance and the high end clubs and bars."

W hotel announced its plans for its first UK sites, which will be in London and Manchester.

Ignite was founded in 1998 by former investment banker Matt Hermer. Its first venue was Eclipse, a bar in Chelsea, west London.

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By Gemma Sharkey

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