You’re driving down Peachtree Road, looking for that glowing "W" logo that used to define the Buckhead skyline. You pull up to 3377 Peachtree Road NE, but something is... different. The vibe is still there, but the name on the door says Hotel Colee.
Wait. What happened to the W Buckhead Atlanta GA?
Honestly, if you're confused, you aren't the only one. Even in 2026, people are still typing "W Buckhead" into their GPS out of sheer habit. It was more than a hotel; it was a mood. It was the place where you’d grab a cocktail at Whiskey Blue and feel like you’d actually "made it" in Atlanta. But the reality is that the W brand has been slowly vanishing from the city for years. As of early 2026, the very last W in the entire market—the Downtown location—is officially reflagging as a JW Marriott.
The W Buckhead didn't just close; it evolved. And if you want to understand the Atlanta luxury scene today, you have to look at why that shift happened and what’s actually standing in its place right now.
The End of an Era for W Buckhead Atlanta GA
The transition wasn't an overnight thing. The hotel at 3377 Peachtree Road actually has a wild history. Long before it was the "cool" spot, it was a Days Inn in the late '80s. Hard to imagine, right? It went through a few lives—Holiday Inn, Crowne Plaza—before finally becoming the W Atlanta-Buckhead in 2008.
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For over a decade, it was the crown jewel of Marriott’s "lifestyle" portfolio in the neighborhood. It had that signature Thom Filicia design: high-tech art, water walls, and a level of flashiness that matched Buckhead’s "Beverly Hills of the South" reputation.
But then 2020 hit. The world changed, and so did the way people wanted to travel. In late 2020, Woodbine Development Corporation decided to "deflag" the property. They didn't want the strict corporate templates of the W brand anymore. They wanted something that felt more like Atlanta—more "Autograph Collection."
By the time 2021 rolled around, the W Buckhead Atlanta GA was officially dead, replaced by Hotel Colee.
Why the rebrand actually matters
- The "Soft Brand" Surge: Travelers started getting tired of every W looking the same. The Autograph Collection (which Hotel Colee belongs to) allows hotels to keep their own personality while still letting you use your Marriott Bonvoy points.
- Local Flavor: Instead of corporate-approved art, the space now features murals by local legends like Lela Brunet and Greg Mike. It feels less like a sterile disco and more like a Buckhead living room.
- The Whiskey Blue Survival: Fun fact—Whiskey Blue, the iconic rooftop bar, actually stayed. It's one of the few pieces of the original "W DNA" that survived the transition.
What it’s like at 3377 Peachtree Road Today
If you book a room there today thinking it's still the W Buckhead Atlanta GA, you might be surprised by the color palette. It’s gone from the dark, moody purples and silvers of the W era to a "vibrant celebration" aesthetic. Think warm oranges, deep blues, and lavender millwork.
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The rooms still have that high-end feel, but they’ve swapped the "Whatever/Whenever" concierge vibe for something a bit more intimate. They kept the bones—the 291 guest rooms, the 12 stories—but they ripped out the old window AC units and replaced them with "window portals" and chaises. Basically, it’s a lot more comfortable and a lot less "loud."
You’ve still got the rooftop pool, which remains one of the best places in the city to see the sunset over the Midtown skyline. It’s still pet-friendly. It’s still right next to Lenox Square and Phipps Plaza. It just isn't a W.
The Competition: Where did the "W Crowd" go?
When the W Buckhead Atlanta GA shifted its identity, it left a bit of a vacuum for people who wanted that specific brand of "loud luxury." Buckhead is now a battlefield of high-end stays.
If you’re looking for that old-school W energy, you might find yourself wandering over to the Thompson Atlanta-Buckhead or the Hyatt Centric. They’ve picked up that mantle of being the "cool" younger siblings in the neighborhood.
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Meanwhile, the "serious" luxury crowd has stayed loyal to the St. Regis or The Whitley (which, ironically, used to be the Ritz-Carlton Buckhead). Atlanta is a city that loves a good rebrand. We don't just tear things down; we just change the sign on the door every ten years.
Comparing the "New" Buckhead Vibes
The landscape in 2026 looks roughly like this:
- Hotel Colee (The Old W): For the socialites and the staycationers who want a rooftop bar and a colorful, "celebratory" vibe.
- JW Marriott Buckhead: Connected to Lenox Square. It’s the reliable, corporate-chic choice.
- The Whitley: Traditional luxury with a modern edge. It’s where you go if you want to be impressed by the lobby.
- Waldorf Astoria: If you want to spend the big bucks and have a spa day that makes you forget you’re in a city of 6 million people.
Don't Get Fooled by Old Listings
One of the biggest issues right now is that the internet has a long memory. You’ll still see third-party booking sites and old blog posts talking about the W Buckhead Atlanta GA as if it’s currently taking reservations.
If you see a deal for "The W" in Buckhead, look closer. It’s likely an outdated listing or a site that hasn't updated its SEO since 2019. If you show up at the front desk asking for your "W" reservation, you’re going to have a very awkward conversation with a very polite person in a lavender-themed lobby.
Actionable Steps for Your Next Buckhead Trip
If you were a die-hard fan of the W Buckhead Atlanta GA, you don't have to give up on the location. Here is how to navigate the current scene:
- Check the Brand: If you want Marriott points, Hotel Colee is still your best bet for that specific location. You’ll get the same proximity to Lenox Square but with a fresher room design.
- Visit the Rooftop: Even if you aren't staying there, go to Whiskey Blue. It’s the closest thing to the "Old Buckhead" nightlife that still exists in that building. The elevators are on the side of the building—don't go through the main lobby if you're just there for drinks.
- Look at the Starling: If you really miss the "W" aesthetic specifically, check out The Starling in Midtown. It’s a Curio Collection by Hilton that took over the old W Midtown space. It has a similar "funky/luxury" vibe.
- Verify the Address: Always confirm you’re at 3377 Peachtree Road NE. With all the reflagging happening in 2026, it’s easy to end up at the wrong Marriott-affiliated property.
The W Buckhead Atlanta GA might be a ghost in the machine now, but the spirit of "living it up" in the heart of the city hasn't gone anywhere. It just has a new coat of paint and a different name on the towels.