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.