Images: Downtown hotel tower wraps pre-FIFA World Cup overhaul

With the beginning of Atlanta's 2026 FIFA World Cup matches just a month (and change) away, an international hotel brand has unveiled an updated lodging option it's calling a thoughtfully reimagined take on downtown luxury.

Now branded JW Marriott Atlanta Downtown, the glassy high-rise at 45 Ivan Allen Jr. Boulevard operated for more than 15 years as W Atlanta – Downtown, about a block east of Centennial Olympic Park.

The property, now operated by Denver-based owner Stonebridge Companies, underwent a “complete transformation” in advance of the World Cup and now features four new dining concepts, upgraded rooms, and a large Executive Lounge.

It marks the second JW Marriott-branded offering in Atlanta, following another hotel in Buckhead near Lenox Square.

According to project officials, the W’s 237-room conversion aimed to “redefine luxury in the heart of the city” and reimagine every space across the hotel portion of the 25-story tower, which is topped with some of Atlanta’s most lavishly modern condos (many owned or formerly owned by pro athletes and other notables).

Rates at the JW Marriott property this month start at $273 per night for weekday stays; beginning June 9 through the end of World Cup festivities, rooms that remain available (many days are fully booked) range from $410 to $1,049 per night.

The 45 Ivan Allen Jr. Boulevard hotel property in December. Google Maps

ADA corner suite with city views. Courtesy of JW Marriott

Texas-based Looney & Associates architects led renovations inspired by Atlanta’s verdant tree canopy, diversity, and railway heritage, project heads have said. The interiors are now dotted with curated works from Atlanta-based artists such Kevin Chambers, Mark Mangione, Caroline Bullock, Suzi Selman, and Vera Pawelzik.

Highlights include a 360-degree lobby bar called The Ledger Bar and Lounge, plus a “rare” rooftop pool with a bar (called “Perch,” set to open in coming weeks). The upper-floor bar also has access to the JW Garden, where plants and herbs are grown as garnishes and ingredients across the hotel’s dining rooms.

The property's Italian-inspired breakfast option, Fiora, will expand to lunch and dinner service later this year, near the hotel's grab-and-go market.

Elsewhere is a spa and a fitness center with city views, roughly 10,000 square feet of meeting and event space, and the private Executive Lounge.

Planned look of the forthcoming pool bar. Courtesy of JW Marriott

The revised fitness center with city views. Courtesy of JW Marriott

The 10th floor features a JW Marriott brand signature, the Mindful Rooms and Quiet Floor, where 24 guest rooms include spa-like bathrooms and other features designed for “a more personalized and restorative stay.”

“Bringing JW Marriott to an urban destination like Atlanta is deeply meaningful for our brand,” Bruce Rohr, the company’s vice president and global brand leader, said in an announcement today. “With JW Marriott Atlanta Downtown, we are extending our mindful, holistic approach to well-being into the heart of the city—creating a place that supports balance, presence, and intentional living amid the energy of downtown.”

JW Marriott Atlanta Downtown’s debut will follow the opening of another ground-up new hotel project, Moxy Atlanta Downtown, on the opposite side of downtown’s signature park, and the grand opening of Centennial Yard’s 18-story Hotel Phoenix late last year.

Find more JW Marriott Atlanta Downtown images and context in the gallery above.

A king corner bathroom. Courtesy of JW Marriott