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Brief Published: 7 Nov 2012

Starwood Launches Design Lab


US-based hotel group Starwood Hotels & Resorts Worldwide has unveiled a creative design lab at its global headquarters in Connecticut. The two-storey Starwood Experience showcases the company’s nine global brands and gives visitors a first look at new innovations in design, technology and food and beverage for Le Méridien, Sheraton, Westin, Aloft and Element, among others.

“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 [to] create unique experiences for our guests," said chief brand officer Phil McAveety. “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.”

For more on how hospitality brands are educating both employees and the public through inspiring spatial design, take a look at A Spatial Education: The Art of Training People to Think Big. Companies are increasingly offering immersive experiences to promote their brand – read more about this in Product Playgrounds, part of our Retail Industry Trend Power of Play

Starwood Hotels & Resorts Worldwide