The New Corporate Headquarters for Starwood Hotels, relocated from White Plains, NY, to Stamford, Connecticut, carries through 10 floors across two buildings, in a newly developed bay-side complex.
Jump Studios was commissioned to transform connected areas over the ground and first floor into Client facing reception, galleries and presentation suites where Starwood could showcase a portfolio of each of their nine successful hotel brands. Termed “The Owner Developer Experience,” the brief was to create a range of sequential spaces for Starwood to promote, exhibit, and tell stories about their hotel group and services, both individually and collectively. The design challenge was to take a conventional and awkwardly conceived office building and transform it into a contemporary, diverse and immersive experience where visitors are transported to exotic locations and lavish destinations through the unveiling of stories related to travel and lifestyle associate with each brand of hotel.
Our task was to create a branded journey through various spaces that captivates visitors, employees, partners and suppliers alike. We wanted to engage all stakeholders with a consistent narrative thereby bringing to life the depth and breadth of the Starwood Hotel Group.
Our conceptual starting point is taken from the ‘Star’ in the Starwood corporate logo.
We derived a geometric pattern from this and generated a series of different articulated expressions that were taken into both 2- and 3-dimensional executions. These shapes and forms were imbued with graphic, digital and interactive storytelling, and bursts through the entire experience where they transform and are sculpted to create a brand architecture and are utilised to convey brand messaging.
Inspired by origami patterns, we developed consistent moments throughout the building via ‘folded’ articulated pieces that not only form the overall spatial language, but also carry the narrative story of Starwood and its brands as you traverse through the building.