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Starwood Hotels & Resorts Launches New Design Lab and Brand Immersion Center

STAMFORD, Conn.—Starwood Hotels & Resorts Worldwide, Inc. unveiled a new two-story creative design lab at its global headquarters in Stamford, Connecticut. The Starwood Experience showcases the company’s nine global lifestyle brands, and its history of innovation and design-led approach.

Developed as an “idea lab” for Starwood, The Starwood Experience gives associates, owners, developers, customers, and marketing partners a first look at new innovations in two- and three-dimensional design, guest-facing technology, brand programming, event activation in public spaces, and food and beverage initiatives. Starwood’s creative and design teams engage with visitors utilizing working design studios and next generation model guest rooms for brands including Sheraton, Westin, Le Meridien, Aloft, Element, and Four Points by Sheraton.

“We developed The Starwood Experience as a way to tell the Starwood story and give our partners a real immersion into how we drive design and creativity and create unique experiences for our guests,” said Phil McAveety, chief brand officer of Starwood Hotels & Resorts. “As importantly, this is a working lab for us to experiment with what’s new and next in a world where brand building is ever more dynamic and fast paced.”

According to McAveety, the Starwood Experience will change from one day to another. “At any time visitors will see different concepts, prototypes, renderings, materials and models as we design next generation guest rooms, public spaces, spas or even furniture. Likewise, displays, graphics and stories will change and adapt so the space is always showcasing what’s new and fresh.”

“Owners and developers who drive our growth around the globe believe that Starwood’s lifestyle brands and powerful systems lie at the heart of our competitive advantage,” said Simon Turner, president of global development for Starwood Hotels & Resorts. “The Starwood Experience not only gives our partners the ability to see and touch our newest designs and programming, but it also brings to life Starwood’s culture in a way that is impossible to capture in a more traditional presentation. We believe this vibrant and engaging space is a unique selling tool within our industry.”

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