NEW YORK--(BUSINESS WIRE)--Starwood Hotels & Resorts Worldwide (NYSE: HOT) today unveiled Starlab, the company’s new brand innovation studio located in Manhattan’s pioneering Garment District. Design-led with the spirit and agility of a start-up, Starlab brings together a cross-section of the company’s digital, design and luxury brand teams in one urban office for the first time. The 46,000 square foot, bi-level office is an evolution of Starwood’s approach to new style workspaces, following the debuts of the Starwood Experience at the company’s global headquarters in Stamford, CT as well as its former Tribeca-based design center.
“In today’s world, it is more important than ever for our teams to collaborate and think differently about our business,” said Phil McAveety, Chief Brand Officer, Starwood Hotels & Resorts. “Starlab has been designed to easily allow teams to interact and engage across functions in order to create innovative and more personalized experiences for our guests before, during and after each stay.”
Starlab merges Starwood’s high-touch business with high-tech thinking and serves as a creative hub to immerse associates, owners, developers, customers and partners in the company’s latest two- and three-dimensional design work, leading-edge guest technology and unique brand programming. Designed by Starwood’s in-house creative team with VM Architecture Studio PC, StarLab is pursuing LEED certification, reinforcing the company’s commitment to reducing energy use by 20%, water use by 30%, and carbon emissions by 30% by 2020.
High Tech Meets High Touch
Inspired
by the rise of social connectivity reshaping global business, Starwood
brought digital and social content to the forefront of Starlab’s design.
At the office entrance, a smart mirror doubles as a digital
display showcasing Starwood’s latest video news, photography and
user-generated content. A digital chandelier splays down the
internal staircase – part art installation, part news ticker – bringing
real time guest twitter comments into the office environment, while five digital
feed frames rotate guests’ Instagram posts in a gallery-style space
adjacent to the communal dining area.
“Starlab serves as our rally cry for innovation, a proving ground for new ideas, and a way to encourage collaboration among our design, digital and brand teams,” said Mike Tiedy, Senior Vice President, Global Brand Design and Innovation, Starwood Hotels & Resorts. “In addition to creating a dramatic sense of arrival, we used every square foot of real estate available to tell our brand stories in new ways.”
Starlab also houses a Tech Lab to experiment and test the company’s latest digital innovations, such as the recent game-changing introductions of SPG Keyless, allowing travelers to opt out of traditional check-in for a truly mobile guest experience.
New Style Working: Balancing “We” and “Me”
Starlab
has been designed to promote cross-functional collisions and foster
creativity, which means there are a variety of workspaces that afford
more or less privacy for associates, as needed. “Many of the guest
trends we’re seeing in our hotels became relevant as we started to
design Starlab,” continued Tiedy. “People seek out inspiring spaces to
conduct casual meetings, flexible seating to scroll through a tablet
presentation or individual work areas that offer some privacy – our
associates are no different.”
Individual desks can be personalized for associates to sit, stand or balance on a stability ball, while modular seating areas with banquettes and objects d’art bring smaller groups together to ideate. The Library provides a semi-private space for informal meetings with bleacher-style seating and flexible tables, design boards and projectors; and dining areas, including an outdoor terrace, feature communal tables with flexible seating options.
Starlab has also reinvented the traditional staid conference room with designer suites representing The Luxury Collection, St. Regis, W and Le Méridien brands. For instance, the W Suite channels the brand’s cocktail culture, replacing the conference table with a bar inset with LED lighting that highlights a beverage display, bar stools flanked by smoked bronze mirrors and a revolving “art wall” dedicated to storytelling from W hotels and resorts around the world.
With the opening of Starlab, Starwood has also launched a virtual Starlab, www.starlab.tumblr.com, showcasing the innovations and behind-the-scenes creative stories of Starwood teams from around the world.
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About Starwood Hotels & Resorts Worldwide, Inc.
Starwood
Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure
companies in the world with more than 1,200 properties in 100 countries,
and more than 180,000 employees at its owned and managed properties.
Starwood 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, Aloft®, and Element®. 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
also owns Starwood Vacation Ownership, Inc., a premier provider of
world-class vacation experiences through villa-style resorts and
privileged access to Starwood brands. For more information, please visit www.starwoodhotels.com.
