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Starwood Relocating Luxury and Design-Led Brands To New SoHo Headquarters

NEW YORK—Starwood Hotels & Resorts is relocating its Manhattan-based luxury and design-led brands from the Chelsea section of Manhattan to a new headquarters space downtown on Varick Street, where SoHo and Tribeca meet.
Global marketing, brand management and design teams for W Hotels, Le Méridien, St. Regis and The Luxury Collection will join Starwood’s Bliss and Remède Spa teams in a redesigned space meant to inspire creativity and innovation and serve as a design, branding and retail think tank, the company said.
“This move is illustrative of Starwood’s commitment to design, innovation and brand building,” said Phil McAveety, chief brand officer, Starwood Hotels & Resorts. “As we continue to attract and inspire the best and the brightest creative talent, we look forward to being part of a vibrant community that appreciates, cultivates and inspires our brands’ passion points including fashion, entertainment, art and design.”
VM Design Studio, a New York-based collective of architects and designers, will lead the renovation of Bliss and Remède Spa’s existing 20,000-square foot office space located at 75 Varick Street. When the redesign is completed in September 2009, Starwood will unveil a modern office space for 150 associates, which will also serve as showcase space to meet with owners, developers, designers and creative agencies in Starwood’s signature luxury and lifestyle brands.
VM Design Studio’s design portfolio includes work on the world headquarters of Pixar Animation Studios in California and the West Elm corporate headquarters in New York, in addition to several St. Regis properties, including four new St. Regis hotels currently under construction in Hawaii, The Bahamas, Puerto Rico and Deer Valley, Utah.
While the space is under construction, the design, marketing and brand management teams for these brands will temporarily move from their current space in West Chelsea’s Starrett-Lehigh Building to Starwood’s global corporate headquarters in White Plains, NY.