by Andrea Doyle | February 25, 2015
Starwood Hotels & Resorts Worldwide has unveiled Starlab, the company's new innovation studio located in Manhattan's Garment District, which brings together a cross-section of the Starwood's digital, design, and luxury brand teams in one urban office for the first time.

Highlights include a Tech Lab to experiment to test the company's latest digital innovations, such as the recent introduction of SPG Keyless. A digital chandelier serves as the office centerpiece and the pulse of Starlab, and incorporates an up-to-the-minute, cascading Twitter feed of the hashtag #SPGLife into a sleek, chic futuristic display.

At the office entrance, a smart mirror doubles as a digital display showcasing Starwood's latest video news, photography, and user-generated content. Five Instagram Feed Frames are peppered throughout a communal dining area, each a running feed of guests' Instagram photos from around the world.

The Library provides a semi-private space for informal meetings with bleacher-style seating and flexible tables, design boards, and projectors. The traditional staid conference room has been reinvented into designer suites representing the St. Regis, The Luxury Collection, W, and Le Méridien brands.

In conjunction with the opening of Starlab, Starwood has launched a virtual Starlab, showcasing the innovations and behind-the-scenes creative stories of Starwood teams from around the world.

"In today's world, it is more important than ever for our teams to collaborate and think differently about our business," said Phil McAveety, Chief Brand Officer, Starwood Hotels & Resorts. "Starlab has been designed to easily allow teams to interact and engage across functions in order to create innovative and more personalized experiences for our guests before, during and after each stay."