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Starwood unveils Element brand

Starwood Hotels & Resorts, Inc has unveiled its new extended-stay hotel brand: ELEMENT, a brand extension of Westin Hotels & Resorts. Formerly known by its working title Project ESW, it will redefine extended-stay hospitality, incorporating smart design and modern style to help guests to live their best lives on the road.

ELEMENT will feature several signature flourishes that evoke nature; a dramatic multi-story window-wall will flood ELEMENT’s lobbies with natural light, public spaces will include a tranquil water feature and design touches and an outdoor haven with a courtyard and patio with outdoor fire pit and barbeque. Smart design features will make stays easier, from modular furniture designed to encourage multi-tasking and productivity, to flat-screen TVs.

To bring the ELEMENT brand philosophy of ‘a space to live your life’ to fruition, Starwood partnered with leading residential architect, Costas Kondylis, and interior design firm AvroKO, the result includes large kitchens with stainless steel appliances, custom-designed closets, in-room offices and gourmet pantries.