Starwood’s recently unveiled, extended-stay brand, ELEMENT, has several signature touches:
- A dramatic multi-story window wall will flood the lobbies with natural light.
- Public spaces in the hotels will include tranquil water features and design touches inspired by nature.
- The new hotels will have an outdoor area with a courtyard and patio where guests can socialize and relax.
- So-called “smart” design features will include modular furniture designed by encourage multi-tasking and swiveling flat-screen televisions.
Said Sue Brush, senior vice president of Westin Hotels & Resorts:
“This brand is about smart design features inspired by nature, and creating space where guests can be ‘in their element.’ “
The name ELEMENT was chosen because it best describes the brand’s attributes, she added.
No timetable was announced but the brand will soon be introduced in major destinations worldwide.
Report by David Wilkening
