Starwood to Bring New Eco-Conscious Brand to Miami Beach

http://www.cpexecutive.com/cities/miami/starwood-to-bring-new-eco-conscious-brand-to-miami-beach/

As the result of a combined effort between Starwood Capital Group, Invesco and the LeFrak Organization, Miami Beach will soon experience a new concept in beachfront luxury hotel living. The developers have unveiled plans for The 1 Hotel & Residences South Beach—a bold project that will combine a residential component with a 417-room SH Group-operated hotel.

The new brand 1 Hotels was developed by Barry Sternlicht—creator of the widely successful W Hotels and St. Regis hotel brands—and aims at celebrating nature through eco-conscious design and management.

Barry Sterlicht, Starwood Capital Group Chairman and CEO, has chosen The LeFrak Organization to help with the $100 million transformation of an existing 1970’s structure into a LEED-certified, environmentally conscious structure featuring natural materials and finishes and lush landscaping.
Located at 2399 Collins Ave. on the site of the hotel formerly known as The Gansevoort South, the new 1 Hotel & Residences South Beach will include 163 residential units, available in one-, two-, three- and four-bedroom layouts, as well as duplexes that will range in size from 830 to 4,280 square-feet.

The residential units will sit atop the 417-room hotel, which will be operated by SH Group—Starwood’s hotel management company. The entire property and the residences have been retrofitted with new energy-efficient casement windows and sliding glass doors onto private terraces, and each unit will be equipped with ENERGY STAR® qualified appliances.

Residents of 1 Hotel & Residences South Beach will enjoy a collection of superior amenities, such as four ocean view swimming pools—including the hotel’s existing famous rooftop pool, a 40,000-square-foot spa and fitness center, 24-hour in-home dining and concierge services, and 600 feet of beachfront with private beach amenities.

Read More: http://www.cpexecutive.com/cities/miami/starwood-to-bring-new-eco-conscious-brand-to-miami-beach/

 

This is Starwood Capital, but will it be a Starwood hotel? (I would think that Starwood already has enough brands to confuse people.)

 

You'd think they were trying to catch up to Marriott or something .

 

Isn't the Element brand already supposed to fill the eco-conscious place in SPG's portfolio? From SPG's website:

​

"Element restores your balance while being kind to the environment. Eco-conscious Element Hotels contribute to sustainability through paper recycling bins in each room, recycled materials in carpets and low VOC interior paints."​

​

Perhaps I'm not bright enough to understand the branding but perhaps the message should mention something around luxury/upscale/modern/stylish instead of just eco-conscious since there is already filling that space... unless this is just an Element with residences.

 

See post #2 -- not sure that this is at all related to SPG and its Element brand.

 

Starwood Capital is not part of Starwood Hotels.

-David