Starwood Hotels Builds Digitally Enhanced Coworking Space for Employees
Starlab's modern office acts as high-tech hub for hotel brand's creative leaders
Starwood Hotels has opened its new design and innovation HQ, Starlab, in the heart of New York’s Garment District. The space acts as a hub for Starwood employees — from the design directors, brand leaders and digital team–to collaborate on experiences and campaigns that continue to reinvent the future of travel.
The 46,000 square foot bi-level office emulates a modern collaborative work environment with integrations such as digitally displayed live streams of Starwood’s social media channels and relevant news.
The debut of Starlab is an evolution of the company’s continual efforts to create more personalized and immersive guest experience through innovation and design. Starlab utilizes the same high-tech elements created to empower hotel guests within the new touch-sensitive workspace. At the entrance-way, employees are greeted by a smart mirror which shows the latest Starwood video and photo user-generated content.
Starlab’s centerpiece, a rotating digital chandelier, showcases real-time tweets from the brand’s hashtag #SPGlife, an aggregation of employees and consumers global conversation about Starwood Preferred Guest experiences. The communal dining areas are decorated with five running Instagram feeds of pictures from guests around the world.
Sustainable elements designed by Starwood’s in-house creative team with VM Architecture Studio PC assist the company towards its energy reduction goal of 2020, which includes a decrease in water use by 30% and carbon emissions by 30%.
Other spaces throughout Starlab incorporate elements of the hotel environment, offering a semi-private library for informal meetings and more traditional conference rooms that represent Suites from the W, Le Méridien, St. Regis and The Luxury Collection. Flexible and personalized places include a meeting room flanked in revolving wall art, stability balls as chairs and unique design boards.
Subsequent to launch, the company created a tumblr platform to showcase creative behind-the-scenes stories from Starwood associates.