Is it new? Kind of. Blue is the newly opened Taj Hotel in Sydney. Situated on Woolloomooloo's Finger Wharf, the former W Hotel was sold to the Taj empire last year.
What do the marketing gurus say? Modern. Urban. Sophisticated. Simple. Stunning. Scenic. Acclaimed. Chic.
What do we say? Same product, different packaging. The cargo wharf interior, with open walkways, exposed beams and pulley system, has not been touched; in fact, the wharf retains most of its original, 1910 layout. The hotel is a favourite with media types and Hollywood offbeats (Kevin Spacey is a regular) who can afford the five-star price tag and who crave intimate service without pretension.
The signature 'W' beds, which were the first hotel beds made available to guests for purchase, are now referred to as 'luxurious king-sized beds with pillow-top mattresses, 250-thread-count sheets, goose-down comforters and pillows'.
What are the rooms like? Standard rooms (A$575/HK$3,400 a night) are small, but with Sydney Harbour outside your window you won't be spending much time indoors. The top-of-the-range Ultra Loft Suite (A$2,000 a night) comes complete with a martini bar stocked with fresh olives, lemon twists, ice, glasses and a buffed male to do the shaking.
What's on the menu? The open lobby houses the Water Bar, one of Conde Nast's Top 10 bars of the world, which boasts an extensive cocktail menu. It gets pumping at 5pm on Fridays. For menus