With its latest Hotel Tales installment, W Hotels calls on travelers to be part of the story, this time with country music’s masked star, Orville Peck, leading The Masked Chase. The series first launched in December 2024 with Chloë Sevigny at W New York – Union Square, marking the debut of a new creative era for W Hotels. What began as a single short film celebrating New York’s cultural edge has since evolved into a global anthology series, spotlighting the personalities, cities, and creative communities that define the brand’s world.

Courtesy of W Hotels/Marriott International

Now, Hotel Tales turns its lens to Austin, where country icon Orville Peck takes the story in an entirely new direction. Shot at the newly transformed W Austin, The Masked Chase follows Peck as his signature mask mysteriously disappears, setting off a pursuit through the hotel’s corridors, suites, and late-night corners. The short captures the mischievous pulse of Austin while showcasing the next generation of W Hotels’ design and creative direction.

With more than seventy hotels worldwide, W Hotels, the original lifestyle hospitality brand, is in the midst of a global evolution shaped around three core ideas: detail-driven design, elevated service culture, and dynamic programming. The transformation is already visible at flagship properties including W Rome, W Budapest, W Sydney, W São Paulo, W Prague, and W Florence.

However, that evolution is the most tangible at W Austin, one of the leading North American properties alongside W New York – Union Square, W Hollywood, and W Nashville. Inspired by Austin’s live music legacy and natural charm, the reimagined hotel offers striking interiors, curated performances, and nightlife concepts that mirror the city’s creative rhythm. Designed by BLUR Workshop, its trumpet-shaped gold bar and direct link to ACL Live at the Moody Theater turn it into both a hotel and a destination for the scene itself.

Since its debut in 1998, W Hotels has continued to shape the intersection of culture and hospitality. About this, V spoke to Orville Peck about shooting the campaign and what drew him to the world of W.

V Magazine: There are lots of great hotels! What about W Hotel’s ethos, aesthetic, etc. spoke most to you?  

Orville Peck: Austin is one of my favorite cities, and the hotel sits right at the heart of it all. The hotel recently underwent a major transformation, and the hotel’s vibe reflects Austin’s charm and character. It has an upscale feeling but doesn’t take itself too seriously….. And it’s right next to the Willie Nelson statue, so of course it’s perfect for me.

V: What is the most important part of any hotel stay for you? 

OP: Thoughtful interactions always elevate the experience. W Hotel’s service always feels like it goes above and beyond. Also, a great sound system in the room and public spaces is key.

V: What’s in your overnight bag? 

OP: I always of course have a mask on hand. I also always travel with my journal and film camera. 

V: Which W Hotel have you not been to yet but are dying to check out? 

OP: I’m dying to stay at the W New York — Union Square. It’s the original W Hotel in Union Square that’s been completely redesigned, and I love the idea of experiencing the brand’s roots in such an iconic New York setting.