The forthcoming W hotel in Amsterdam, which is opening in September, has employed its first music curator.

Umbrella company Starwood recently introduced the role to its forward-looking W brand as part of its Global Music Collective – “an exclusive group of leading music industry professionals led by W global music director DJ Becky Tong”.

The W Amsterdam’s music curator will be Kristina Dolgova (not pictured), and her job will involve “identifying local music talent, scheduling a calendar of Happenings and uncovering the biggest headline talents in Amsterdam”.

Kristina landed the job based on her “unquestionable awareness of music culture and bold creativity”, as well as a “versatile background and unparalleled experience within the entertainment industry, having worked as a DJ bookings manager for renowned dance club Zouk”.

Describing itself as an “industry innovator”, W hotels are aiming to be “incubators for emerging talent”.

The move is tapping into the trend for creating “subliminal environments” – be it through signature sounds or scents, for example, that encourage people to respond in a positive way based on sub-conscious, sensory experiences.