Starwood Hotels & Resorts Worldwide has opened a new brand innovation studio, where it will look to continue to drive digital, design and luxury developments.
Located in the Garmet District of Manhattan, in New York, the new studio, called Starlab, covers 46,000 square feet and builds on Starwood Experience at the company’s headquarters in Stanford.
“In today’s world, it is more important than ever for our teams to collaborate and think differently about our business,” said Starwood Hotels & Resorts chief brand officer Phil McAveety.
“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.”
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Starwood will look to immerse associates, owners, developers, customers and partners in the its latest two- and three-dimensional design work, guest technology and brand programming at the new facility.
The studio itself has been designed by Starwood’s in-house creative team with VM Architecture Studio PC, and is pursuing LEED certification, reinforcing the operator’s commitment to reducing energy use by 20%, water use by 30%, and carbon emissions by 30% by 2020.
Starlab also houses a Tech Lab to experiment and test the Starwood’s latest digital innovations, such as SPG Keyless, which allows guests to bypass traditional check-in processes and use their smartphones to enter their rooms.
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