Starwood Hotels & Resorts Fuels Innovation with Starlab, a New Brand Innovation Studio
The manifestation of a brand can take on many forms, and a company’s workplace often acts as a reflection of its brand. Many companies struggle to present a united, tailored presence in their workplaces, often for the understandable reason of limited resources. But many brands thrive on exploring and crafting their identity in ways that will help their businesses profit. At the top of that list of brands is Starwood Hotels & Resorts Worldwide, which earlier this year unveiled Starlab, the company’s new brand innovation studio located in Manhattan’s Garment District. Design-led with the spirit and agility of a start-up, Starlab brings together a cross-section of the company’s digital, design and luxury brand teams in one urban office for the first time. The 46,000 square foot, bi-level office is an evolution of Starwood’s approach to new style workspaces, following the debuts of the Starwood Experience at the company’s global headquarters …
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