W Hotels collaborates with will.i.am and The Coca-Cola Company to integrate EKOCYCLE™ eco-friendly products into the guest experience
Bedding made from partially recycled plastic bottles and bedside chargers will lead a new wave of hotel sustainability
NEW YORK, April 22, 2015 /PRNewswire/ -- Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) announced today that its luxury lifestyle brand, W Hotels & Resorts, has entered into a new strategic partnership with internationally renowned artist and music producer will.i.am (William Adams) and The Coca-Cola Company. EKOCYCLE™ brand products will be introduced in W Hotels guestrooms worldwide, inviting guests on a “sustainable journey.”
W Hotels plans to feature EKOCYCLE™ brand bedding made in part from rPET (recycled polyester) material across its global guestrooms.
W Hotels plans to feature EKOCYCLE™ brand bedding made in part from rPET (recycled polyester) material across its global guestrooms. This initiative will launch first at W Hotels in North America and will subsequently expand globally. Each king-size bedding set will incorporate approximately 31 recycled 20-ounce plastic bottles, meaning W Hotels guestrooms across North America alone will help recycle more than 268,000 plastic bottles. These new bedding sets not only embody eco-conscious values but also maintain the modern luxury quality W Hotels is known for—ensuring guests continue to enjoy the signature comfort of a W bed. Guests will notice no difference in the feel or appearance, as the production process remains aligned with W’s exceptional craftsmanship standards. The only change is the use of recycled polyester instead of virgin polyester.
The W Hotels and EKOCYCLE™ sustainability project extends beyond bedding, with a goal to recycle even more plastic. That’s why W Hotels turned their attention to the bedside and created a vibrant, functional bedside accessory — the “MCAV” (short for Mobile Device Charger and Jewelry Accessory Valet). This product features USB charging capabilities, temporary storage for jewelry or watches, and an alarm clock function. Developed by Miniwiz, a cutting-edge engineering company based in Taipei focused on designing products from recycled materials, each MCAV uses three recycled plastic bottles and comes in six colors: Luxe Gold, Dazzling Red, Vibrant Pink, Matte Black, Moonlight White, and Space Silver. From Los Angeles to London, W Hotels will introduce this product across its global properties, powering up devices and helping guests start the day right after a restful night.
Global Brand Leader, W Hotels Worldwide Sarah Doyle said, “W’s guests are not only trendsetters but also sustainability advocates. Through our collaboration with will.i.am and The Coca-Cola Company — from eco-conscious bedding to alarm clocks — we’re delivering an extraordinary stay while encouraging a greener lifestyle.”
The EKOCYCLE™ brand is built on the philosophy of “trash transformed into treasure, with discovery in mind.” It originated from a Black Eyed Peas concert where will.i.am was inspired by discarded plastic bottles left by the audience and envisioned how they could be repurposed. Teaming up with The Coca-Cola Company, he transformed these materials into desirable, on-trend products. EKOCYCLE™’s mission is simple: partner with leading brands to show consumers that what is considered waste today can become tomorrow’s stylish must-have. As long-term partners, W Hotels and The Coca-Cola Company share a common vision for global sustainability, making their collaboration through EKOCYCLE™ a perfect match.
“I’m thrilled to bring the EKOCYCLE™ spirit to W Hotels around the world, introducing guests to a new way of living sustainably,” said will.i.am. “When seeking partners for EKOCYCLE™, both The Coca-Cola Company and I were looking for like-minded collaborators who understood our message — that sustainability can be fashionable. The introduction of EKOCYCLE™ bedding and chargers at W Hotels, along with other recycled products, proves that life can indeed be better.”
Vice President and Chief Sustainability Officer, The Coca-Cola Company Bea Perez said, “The mission of the EKOCYCLE™ brand is to inspire and delight people by transforming waste into opportunity. Starwood Hotels & Resorts Worldwide is a longstanding partner of The Coca-Cola Company and has consistently been an innovative leader in developing sustainable solutions. We’re excited to see W Hotels embrace the EKOCYCLE™ ethos, offering guests around the world a unique opportunity to experience eco-luxury through EKOCYCLE™ bedding.”
On the evening of April 13, 2015, W Hotels, will.i.am, and The Coca-Cola Company hosted a celebration event at W New York. Since its opening in 1998, W New York has written a revolutionary chapter in the hospitality industry. The fusion of fashion and sustainability by W Hotels, will.i.am, and The Coca-Cola Company is equally groundbreaking, making W New York the perfect venue for the launch. For those wishing to continue their eco-luxury sleep experience after checkout, EKOCYCLE™ products are available for purchase, with bedding starting at $207 USD and MCAV at $75 USD. These items will also be available soon at the W Hotels online store, whotelsthestore.com.
For more information about W Hotels, visit www.whotels.com. To learn more about the EKOCYCLE™ brand, visit EKOCYCLE.com.
About W Hotels & Resorts
As a design-led, contemporary luxury lifestyle brand and innovator in the hospitality industry, W Hotels & Resorts has launched 46 properties and resorts in the world’s most dynamic cities and most captivating destinations — including 16 W Residences. Exciting, trendsetting, creative, and extraordinary, W Hotels offer guests an immersive ultimate experience. Each hotel delivers unique, imaginative design and a vibrant calendar of events centered on fashion, music, and entertainment. W Hotels provide a full spectrum of sensory lifestyle experiences, including modern-concept dining, dynamic nightlife, stylish retail, distinctive spas, and unforgettable stays — offering a complete lifestyle journey. With over 15 years of success, W Hotels is actively expanding its portfolio and aims to grow to 60 hotels by the end of 2018. New hotels have been announced in Amsterdam, Shanghai, Tel Aviv, Abu Dhabi, Dubai, Amman, Jakarta, Panama, Muscat, Suzhou, Changsha, Chengdu, New Delhi, Kuala Lumpur, Shenyang, Marrakech, and Brisbane, with new resorts coming to Goa, Phuket, Hainan Island, and Mexico’s Mayan Riviera. For more information, visit http://www.whotels.com.cn, www.whotels.tumblr.com, or www.wresidences.com. Follow the brand on Weibo @W Hotels.
About EKOCYCLE™
EKOCYCLE™ is a brand created through the shared commitment of The Coca-Cola Company and will.i.am (William Adams) to making a positive impact on the world. This platform brings to life their vision of transforming waste into resources for new creations. At its core, EKOCYCLE™ partners with lifestyle brands to produce desirable, affordable products using recycled materials — promoting sustainability in style.
EKOCYCLE™ products give new life to discarded items like plastic bottles, infusing them with trend-driven appeal through collaborations with top designers and celebrities. To highlight The Coca-Cola Company’s dedication to recycling, the brand name “Coke®” was playfully reversed to form “EKOC,” giving rise to the EKOCYCLE™ name.
EKOCYCLE™ offers a range of apparel and lifestyle products. To learn more about the EKOCYCLE™ brand and its offerings, visit EKOCYCLE.com or follow on social media: EKOCYCLE (facebook.com/EKOCYCLE and twitter.com/EKOCYCLE).
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by the iconic Coca-Cola brand — the world’s most valuable and recognized — the Company’s portfolio features 20 billion-dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid, Simply, Georgia, Del Valle, FUZE TEA, and more. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, we serve more than 1.9 billion servings of our beverages to consumers in more than 200 countries each day. Committed to building sustainable communities, we focus on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system associates. For more information, visit www.coca-colacompany.com, www.coca-colablog.com, or follow us on Twitter at twitter.com/CocaColaCo and LinkedIn at www.linkedin.com/company/the-coca-cola-company.
About will.i.am
Renowned for his role in the Black Eyed Peas, will.i.am (William Adams) is a multifaceted music artist, innovator, philanthropist, and music producer who has collaborated with numerous music industry icons, including Michael Jackson, Rihanna, Usher, Miley Cyrus, Nicki Minaj, Britney Spears, David Guetta, and film composer Hans Zimmer. He has received numerous accolades for his achievements in art, business, and philanthropy, including multiple Grammy Awards, one Latin Grammy, one Emmy, two NAACP Image Awards, the BMI President’s Award, and one Clio Award. will.i.am founded the i.am.angel™ Foundation (www.iamangelfoundation.org), which supports youth education in science, technology, engineering, arts, and mathematics (STEAM) through programs and activities that develop skills in coding and related areas.
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