Starwood Capital Group has launched the luxury eco brand 1 Hotel with the unveiling of its first property at South Beach in Miami.
After a $270 million makeover of a South Beach apartment building, the 1 Hotel South Beach is the first of three properties currently under development.
The 426 guest room property has managed to implement a wide variety of eco features despite its size and amenities such as four pools, including one on the rooftop, gymnasium, spa and five F&B outlets.
As well as a long list of eco and recycled inclusions, the hotel redesign uses clever dual-purpose and thoughtful design which considers the environment and how travellers use the space.
“It’s simple. We have an impact on nature and nature has an impact on us. I decided that if I was ever going to create another hotel, I wanted it to be more than a brand; I wanted it to be a cause. People are already living like this and are now looking for ways to travel in the same fashion,” said Barry Sternlicht, Chairman and CEO of Starwood Capital Group, the parent of SH Group, a lifestyle hotel brand management company who will manage the hotels.
“At first, our guests may simply notice the graceful twist of driftwood in the furnishings. However, what we are really offering is an evolution of the entire hotel experience, one that is more natural in regards to the way we arrive, sleep, eat, relax and do. By focusing on simple changes that make life better, we will encourage guests to stop, recalibrate and hopefully gain some inspiration from the small steps we have taken to protect nature at each property.”
A few of the eco inclusions and exclusions are not fresh flowers anywhere in the hotel, mint sprigs hanging on the door in place of housekeeping signs, energy-efficient elevators and a Tesla electric house vehicle.
Other 1 Hotel properties will be launched later this year at Central Park and Brooklyn Bridge Park in New York.