STAMFORD, CONN. — Starwood Hotels & Resorts Worldwide has unveiled Starlab, an innovation studio located in Manhattan, N.Y.’s Garment District. Starlab unites the company’s digital, design and luxury brand teams in one 46,000-sq.-ft. urban office space.

“In today’s world, it is more important than ever for our teams to collaborate and think differently about our business,” said Phil McAveety, chief brand officer of Stamford, Conn.-based Starwood Hotels & Resorts. “Starlab has been designed to easily allow teams to interact and engage across functions to create innovative and more personalized experiences for our guests before, during and after each stay.”

Starlab serves as a creative hub to immerse associates, owners, developers, customers and partners in the company’s latest two- and three-dimensional design work, leading-edge guest technology and unique brand programming. Starlab also houses a Tech Lab to experiment and test the company’s latest digital innovations, such as the recent game-changing introductions of SPG Keyless, allowing travellers to opt out of traditional check-in for a truly mobile guest experience.

Designed by Starwood’s in-house creative team, with VM Architecture Studio PC, Starlab is pursuing LEED certification, reinforcing the company’s commitment to reducing energy use by 20 per cent, water use by 30 per cent and carbon emissions by 30 per cent by 2020.


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