The W South Beach closed Thursday, Aug. 20, ending a nearly 17-year run on Collins Avenue as London-based Reuben Brothers begins a buildingwide renovation to reopen the property as Waldorf Astoria Miami Beach in winter 2027.

The closure, reported by Miami Wire on Aug. 21, marks Waldorf Astoria’s debut in Miami Beach. Reuben Brothers acquired the 20-story, 348-unit oceanfront property at 2201 Collins Ave. for $425 million in October 2024.

337 workers terminated

W South Beach filed a WARN Act notice with the Florida Department of Commerce on June 18 confirming the termination of 337 nonunion employees effective Aug. 19, according to the Miami Herald. The notice, signed by Alexandra Ain, the hotel’s director of human resources, stated that affected workers have no bumping rights and no guarantees of rehire.

A Reuben Brothers spokesperson said July 7 that the company is working closely with Hilton to support employees through the transition and explore opportunities for team members to return or find other positions, according to The Real Deal. The firm made no promises to displaced staff.

Peacock Alley, pool deck, private club

Avenue Interior Design is leading the overhaul. Plans call for 348 refreshed suites, each with a private balcony and ocean views, and a new lobby with Waldorf Astoria’s signature Peacock Alley gathering place. The 48,000-square-foot pool deck will receive improvements, including private cabanas, and the spa, fitness center and food-and-beverage program will be updated.

Reuben Brothers has also proposed a private members club, a French bakery and restaurant concepts not yet publicly detailed, according to Miami Herald reporting. The property last underwent a roughly $30 million renovation in 2020 under the W brand.

“Every room will feature a private balcony and sea view, while the public spaces will offer exceptional dining and elegant event venues,” Kim Phoebus, Reuben Brothers’ chief operating officer of U.S. hotels, said in the July 7 announcement.

Approvals still pending

The project sits in the Collins Waterfront Historic District, and some approvals remain outstanding. On April 14, the Miami Beach Historic Preservation Board approved a certificate of appropriateness with conditions but did not approve the private club or a partial wall demolition. The owners must return to the board with revised plans.

Dennis Wedlick, an architect and condo owner at the adjacent Roney Palace, called the owners’ presentation “decidedly incomplete, preventing you and the public from properly assessing the project’s impact on the surroundings” at the April 14 hearing.

The project also requires separate Miami Beach Planning Board approval.

No date has been announced for the Historic Preservation Board return or the Planning Board hearing.