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Starwood Hotels & Resorts Launches New Design Lab And Brand Immersion Center In Stamford, Connecticut
Stamford, CT, October 18, 2012 – Recognized as the hospitality
industry’s most innovative lifestyle branding company, Starwood Hotels &
Resorts Worldwide, Inc. (NYSE: HOT) today unveiled a new two-story creative
design lab at its global headquarters in Stamford, Connecticut. The
Starwood Experience showcases the company’s nine global lifestyle brands,
and its history of innovation and design-led approach.
Developed as an “idea lab” for Starwood, The Starwood Experience gives
associates, owners, developers, customers and marketing partners a first look
at new innovations in two- and three-dimensional design, guest-facing
technology, brand programming, event activation in public spaces, and food and
beverage initiatives. Starwood’s creative and design teams engage with
visitors utilizing working design studios and next generation model guest rooms
for brands including Sheraton, Westin, Le Meridien, Aloft, Element and Four
Points by Sheraton.
“We developed The Starwood Experience as a way to tell the Starwood story and
give our partners a real immersion into how we drive design and creativity and
create unique experiences for our guests,” said Phil McAveety, Chief Brand
Officer of Starwood Hotels & Resorts. “As importantly, this is a
working lab for us to experiment with what’s new and next in a world where
brand building is ever more dynamic and fast paced.”
According to McAveety, the Starwood Experience will be change from one day to
another. “At any time visitors will see different concepts, prototypes,
renderings, materials and models as we design next generation guest rooms,
public spaces, spas or even furniture. Likewise, displays, graphics and
stories will change and adapt so the space is always showcasing what’s new and
fresh.”
“Owners and developers who drive our growth around the globe believe that
Starwood’s lifestyle brands and powerful systems lie at the heart of our
competitive advantage,” said Simon Turner, President of Global Development for
Starwood Hotels & Resorts. “The Starwood Experience not only gives
our partners the ability to see and touch our newest designs and programming,
but it also brings to life Starwood’s culture in a way that is impossible to
capture in a more traditional presentation. We believe this vibrant and
engaging space is a unique selling tool within our industry.”
This new design center was conceived of by Starwood’s in-house creative team,
led by Mike Tiedy, Starwood’s Senior Vice President of Global Brand Design and
Innovation, in conjunction with renowned design firms, HOK NY and Jump
Studios. The space complements Starwood’s Tribeca-based design center
which debuted in 2010, and serves to further distinguish and articulate
Starwood’s unique take on global hospitality. The Starwood Experience
came to life as part of the company’s relocation to Stamford in 2011 and is
part of Starwood’s pursuit of LEED certification also reinforcing the company’s
commitment to reducing energy use by 20% and water use by 30% by 2020.
The Starwood Experience Space
As guests enter the space, the first image they see is Starwood’s core belief
statement: WE BELIEVE PEOPLE WANT A BETTER WAY TO EXPERIENCE THE WORLD.
Tiedy said: “The Starwood Experience serves as our rallying cry for
innovation and initiative, a proving ground for new ideas, and a way to drive
design and hotel development faster and more economically. In addition to
creating a dramatic sense of arrival at our global headquarters, we also used
every square foot of real estate available to tell our stories. ”
On the ground floor, an LED wall features a feed of Starwood news and
headlines from around the world. Nearby, a five-panel Global
Gallery highlights Starwood’s industry-leading global footprint in 100
countries with a five-panel installation featuring some of the company’s most
high profile new hotel properties around the world from Austin to Abu Dhabi,
Beijing to Bogota and London to Lhasa.
As guests move to the second floor of The Starwood Experience, they pass
through the SPG Tunnel, a passageway that highlights the many innovative
partnerships and programming that are at the hallmark of Starwood Preferred
Guest (SPG) as well as personal stories from SPG members around the
globe.
Following the SPG Tunnel, guests enter the inspiring public space of The
Starwood Experience where there are four distinct, curated installations,
including: a 40-foot Articulated Wall which features the stories and
core values of each of Starwood’s nine iconic brands; The Showcase,
which is comprised of two separate Corian walls where unique drawer and
shelving systems allow for story-telling through physical elements and graphics
– the first features a “Brand Storytelling” exhibition and the second is called
the “Power of Starwood” which highlights the company’s successful cross-brand,
cross-division and cross-hotel programs; and, The Story Wall,
which provides an in-depth look at some of Starwood’s latest high-profile brand
activations, such as W Hotels Designers of the Future Awards and the Live at
Aloft Hotels music program.
A customized meeting space within The Starwood Experience demos next generation
meeting technology, including a six-foot tall, 22-foot wide immersion
projection screen delivering high-impact presentations.
Additionally, The Starwood Experience is a staging area where visitors can see
two- and three-dimensional design work in progress through a combination of
eight different design studios and model hotel guest rooms for brands
including, Sheraton, Westin, Le Meridien, Aloft, Element and Four Points by
Sheraton.
About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and
leisure companies in the world with 1112 properties in nearly 100 countries and
territories with 154,000 employees at its owned and managed properties.
Starwood Hotels is a fully integrated owner, operator and franchisor of hotels,
resorts and residences with the following internationally renowned brands: St.
Regis, The Luxury Collection, W, Westin, Le Méridien, Sheraton, Four Points by
Sheraton, and the recently launched Aloft, and Element SM. The company boasts
one of the industry's leading loyalty programs, Starwood Preferred Guest (SPG),
allowing members to earn and redeem points for room stays, room upgrades and
flights, with no blackout dates. Starwood Hotels also owns Starwood Vacation
Ownership, Inc., one of the premier developers and operators of high quality
vacation interval ownership resorts. For more information, please visit http://www.starwoodhotels.com
# # #
(Note: This press release contains forward-looking statements within the
meaning of federal securities regulations. Forward-looking statements are not
guarantees of future performance or events and involve risks and uncertainties
and other factors that may cause actual results or events to differ materially
from those anticipated at the time the forward-looking statements are made.
These risks and uncertainties are presented in detail in our filings with the
Securities and Exchange Commission. Although we believe the expectations
reflected in such forward-looking statements are based upon reasonable
assumptions, we can give no assurance that our expectations will be attained or
that results and events will not materially differ. We undertake no obligation
to publicly update or revise any forward-looking statement, whether as a result
of new information, future events or otherwise.). The names of actual
companies and products mentioned herein may be the trademarks of their
respective owners.
Contact:
Stacy Trevino
Starwood Hotels & Resorts
203.964.4661
Article published on 10/18/2012
