Starwood Hotels and Resorts has unveiled a two-story creative design lab at its global headquarters in Stamford, Connecticut. Comprising several elements, the Starwood Experience gives associates, owners, developers, partners, and customers a first look at innovations in two- and three-dimensional design, guest-facing technology, brand programming, event activation in public spaces, and F&B initiatives. In addition, Starwood’s creative and design teams engage with visitors using working design studios and next-generation model guestrooms for the company’s various brands.
“At any time visitors will see different concepts, prototypes, renderings, materials, and models as we design next-generation guestrooms, public spaces, spas, or even furniture,” says Phil McAveety, Starwood’s chief brand officer. “Likewise, displays, graphics and stories will change and adapt so the space is always showcasing what’s new and fresh.”
On the ground floor, an LED wall features a feed of Starwood news from around the world. Nearby, a five-panel Global Gallery highlights Starwood’s global footprint in 100 countries. As guests move to the second floor, they pass through the SPG Tunnel, which highlights personal stories from Starwood Preferred Guest (SPG) members around the globe.
Guests then enter the next part of the Starwood Experience, home to a 40-foot articulated wall featuring the stories behind each of Starwood’s nine brands; the Showcase, composed of two separate Corian walls where unique drawer and shelving systems allow for story-telling through physical elements and graphics; and the Story Wall, which provides an in-depth look at brand activities. A customized meeting space demonstrates next-generation meeting technology, including a six-foot tall, 22-foot wide immersion projection screen delivering presentations.
The design center was conceived of by Starwood’s in-house creative team, led by Mike Tiedy, senior vice president of global brand design and innovation, in conjunction with design firms HOK and Jump Studios. The space, which complements Starwood’s Tribeca-based design center, also is part of the company’s pursuit of LEED certification.
