A hospitality innovation lab where technology feels like it’s part of the interior.

STARWOOD HOTELS & RESORTS
SPATIAL EXPERIENCE

Starlab on 5th Avenue

Starwood’s Design and Innovation Lab seamlessly integrates digital touch points into the physical space

  • Starwood Hotels brought together its physical and digital design teams at the brand new 5th Avenue location. The design team was tasked to develop an experience that reflects the heritage of company's luxury brands, with future forward digital touch-points seamlessly integrated into the architecture.

  • We designed a space that welcomed visitors with beautiful interiors and digital touchpoints from the first moment they step in. Every digital touch point was carefully designed to not feel like they were added to the space but as if they were a consideration from the initial ideation all the way through development and build.

  • Environmental Design
    Digital Experience Design
    CAD Modelling & Production Drawings

  • Ravi Hampole - Creative Director
    Sam Ewen - Creative Technologist
    The Guild - Technology and Installation

Diamond wall with timed LED transition and infinity background + the interactive digital mirror. 

Digital square frames showcase guest generated instagram content as a connection window between designers and the users.

Digital art is integrated into the architecture to create storytelling moments and support the innovation narrative of Starwood and it's lifestyle brands.

Environmental graphics with icons showcasing brand passion points as discovery moments.

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