A Look at Starwood’s New Brand Innovation Studio Starlab

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Ever wonder where Starwood brainstorms new ideas and designs robotic butlers? Even though their corporate headquarters is in Connecticut, Starwood has unveiled a 12 Million dollar studio in the garment district of NYC called Starlab.

The two level, 46,000 square foot space is tech savvy, with digital photo frames constantly displaying photos that guests post on Instagram, and a chandelier doubling as art and Twitter feed. Here’s a picture of the new space from their press release –

Screen Shot 2015-02-24 at 11.47.07 AM

The new space is called a brand innovation studio, which has been designed to “easily allow teams to interact and engage across functions in order to create innovative and more personalized experiences for our guests before, during and after each stay.” says Phil McAveety, Chief Brand Officer of Starwood Hotels & Resorts.

Looking at guest’s needs in hotels, Starwood found that their own associates needs were the same when it came to a functional workspace. Starlab has desk options that range from stability balls to standing desks, and there are seating areas for groups to come together. An outdoor terrace has long tables suitable for lunches and a library offers projectors and wipe boards.

Here’s a video about the new StarLab –


Looks like a fun and inspiring place to work!

Starwood has also launched a virtual Starlab, for those interested in a look inside their latest innovations.

Virtual Starlab

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