GLOBAL UPDATE : BRANDING
A 40-ft ( 12-m ) Articulated Wall features each brand ’ s story in images and phrases .
The SPG Tunnel spotlights different parts of the company ’ s loyalty program .
Brand storytelling in The Starwood Experience includes drawers that pull out to display various brands ’ collateral . loyalty program — stories from SPG members , partnerships that facilitate various SPG offerings and a live feed from SPGtv , which plays in all Starwood guestrooms worldwide .
On the other side of the tunnel , there are several installations : a 40-ft ( 12-m ) Articulated Wall that features each brand ’ s story ; a two-wall exhibit called “ The Power of Starwood ” highlighting areas such as food and beverage and global citizenship as well as brand storytelling through drawers that pull out to display various collateral ; and a Story Wall showcasing programs including Starwood ’ s Designers of the Future . All of the sections can and will be refreshed regularly , Starwood says . Finally , the second floor includes eight model rooms and studios displaying details about each of the brands .
“ We are absolutely committed to creativity and design and innovation , so much so that we have created a space that I don ’ t think any of our competitors have ,” Turner says . “ I ’ m not sure there ’ s anything quite like this in the hotel business anywhere .
“ We are a design-led , brand-led company — how could you leave without having that emblazoned on your mind ?” Turner adds .
‘ Big investment ’ The Starwood Experience was “ a big investment ,” Turner concedes , but notes it is tough to identify the exact amount spent because it was part of the company ’ s overall investment in the headquarters . However , the ROI is multifaceted , he emphasizes , spanning owner / developer relationships , employee recruitment and morale , training , media relations and community affairs .
“ For something like this , we had to be very focused on the qualitative benefits rather than something you can put a number against ,” Turner explains . “ That ’ s hard for us , but every now and again there are capital decisions you need to make that are overwhelmingly strategic , and I think this is one of them .
“ It ’ s a big investment ,” Turner continues . “ But in looking at where we want to continue to position the company for our shareholders , this is a worthwhile investment because it conveys so strongly who we are
EXCLUSIVE VIDEOS
FOR A VIDEO TOUR OF THE STARWOOD EXPERIENCE , GO TO HTTP :// HOTELSM . AG / SVMUJP as a company .”
Tiedy and the design team do not see The Starwood Experience shifting drastically over time , but Tiedy notes one advantage of the space is that it can evolve as guestrooms , marketing campaigns and other programming change . “ It ’ s really about what stories we want to tell and when we want to tell them ,” he says .
16 HOTELS December 2012 www . hotelsmag . com