NEW YORK, Feb. 25, 2015 /PRNewswire/ -- Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) today announced the launch of Starlab, a new brand innovation lab under the Starwood umbrella, located in the dynamic Fashion District of Manhattan, New York. Starlab is design-driven and infused with the energizing spirit and agile atmosphere of a startup. Here, elite professionals from various Starwood departments — including digital technology, design, and luxury brand management — come together in the heart of a vibrant metropolis to spark ideas and innovation. Spanning 4,273 square meters across two floors, Starlab builds on Starwood’s earlier initiatives such as the “Starwood Experience,” previously introduced at its global headquarters in Stamford, Connecticut, and its former design center in New York’s Tribeca district. This latest iteration elevates the concept of innovative workspaces even further.
Starwood Brand Innovation Lab
Chief Brand Officer, Starwood Hotels & Resorts Worldwide, Inc. Phil McAveety said, “In today’s world, it’s increasingly important for teams to collaborate closely and approach our business from diverse perspectives. Starlab has been thoughtfully designed to enable seamless interaction among our cross-functional teams, allowing us to create more creative and personalized experiences for our guests — before, during, and after their stay.”
Starlab integrates high-tech thinking into Starwood’s highly personalized business. In this brand innovation lab, whether you’re a Starwood employee, hotel owner, developer, client, or partner, you can fully experience the brand’s latest 2D and 3D design works, cutting-edge guest-facing technologies, and unique brand initiatives. Designed in collaboration between Starwood’s in-house creative team and VM Architecture Studio PC, Starlab has also applied for LEED green building certification, further underscoring the company’s commitment to environmental sustainability — Starwood has publicly committed to reducing energy consumption by 20%, water usage by 30%, and carbon emissions by 30% across the group by 2020.
The Collision of High Tech and High Sensory
The internet has made our society increasingly interconnected, profoundly impacting global business. Inspired by this, Starwood has made digital and social content the central theme of Starlab’s design. At the lab’s entrance stands an intelligent mirror that not only serves for self-reflection but also functions as a digital display, showcasing Starwood’s latest video news, stunning photography, and user-generated content. Digital chandeliers are installed along the interior staircase, serving as both art installations and scrolling news displays, updating in real time with tweets from hotel guests. The communal dining area features five digital picture frames that continuously showcase photos posted by guests on Instagram, creating a gallery-like atmosphere.
Senior Vice President, Global Brand Design & Innovation, Starwood Hotels & Resorts Worldwide, Inc. Mike Tiedy said, “Starlab embodies our group’s thirst for innovation and serves as a testing ground for new ideas. It paves a whole new way to encourage collaboration among our design, digital, and brand teams. Beyond crafting a striking sensory environment, we’ve made the most of every inch of space to tell our brand stories like never before.”
Starlab also houses a Tech Lab dedicated to testing Starwood’s latest digital innovations, including the recently launched “SPG Keyless.” This innovation redefines how guests check into hotels, marking a turning point in the evolution of the traditional hotel check-in experience. Through the SPG app, guests can bypass the front desk and avoid waiting in line. Instead, they can check in and access their rooms using their smartphones (in regions where local regulations require identity verification, guests will still need to check in at the front desk). Additionally, there's the Botlr robot butler introduced at Aloft hotels, which assists in delivering items to guests.
A New Way of Working: Balancing “Me” and “We”
Starlab was designed to foster collaboration across different departments and nurture creativity. This means the lab offers various types of workspaces tailored to different levels of privacy based on employees’ specific needs. Speaking on this, Mike Tiedy added, “When we began designing Starlab, insights gained from evolving guest trends informed our approach. People need inspiring spaces for relaxed meetings, flexible seating for tablet presentations, and private areas for focused individual work — the same applies to our employees.”
At Starlab, each desk is adjustable for personalized use — standing, sitting, or even on a fitness ball. Modular seating zones equipped with sofas and artistic elements are ideal for small groups to brainstorm and co-create. The library provides semi-private space suitable for informal meetings, featuring bleacher-style seating, flexible work desks, design boards, and projectors. Additionally, Starlab includes a dining area with an outdoor terrace, complete with communal tables and flexible seating.
Starlab has also transformed traditionally rigid meeting rooms into stylish suites, each reflecting the brand identity of one of Starwood’s luxury brands — The Luxury Collection, St. Regis, W Hotels, and Le Méridien. For example, the W suite replaces the traditional conference table with an LED-illuminated bar showcasing eye-catching beverage displays that highlight the W brand’s cocktail culture. Flanking the bar stools are bronze mirrors and a rotating “art wall” that tells compelling stories from W Hotels & Resorts around the world.
With the launch of Starlab, Starwood has also unveiled a virtual Starlab space (http://www.starlab.tumblr.com ), showcasing innovative initiatives and behind-the-scenes creative stories from Starwood teams worldwide.
About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading companies in the world’s hotel and leisure industry, with hotels in 100 countries and regions,1,200 properties globally, and more than 181,400 associates across its owned and managed hotels. As a globally recognized brand, Starwood is a comprehensive group that owns, operates, and franchises hotels, resorts, and residences. Its well-known portfolio of global brands includes: St. Regis (St. Regis®), The Luxury Collection (The Luxury Collection®), W W Hotels (W®), Westin (Westin®), Le Méridien (Le Meridien®)、 Sheraton (Sheraton®), Four Points (Four Points® by Sheraton), Aloft (Aloft®), and Element (Element®). Starwood boasts an industry-leading and highly acclaimed loyalty program, ―SPG Starwood Preferred Guest (SPG), through which members can earn points and redeem them for hotel stays, room upgrades, and flights — all without blackout dates. Starwood also owns Starwood Vacation Ownership, Inc. ( Starwood Vacation Ownership, Inc.), whose villa-style resorts and VIP privileges across Starwood brands deliver world-class vacation experiences. For more information, please visithttp://www.starwoodhotels.com/cn.