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special feature w’s anniversary By Michael Adams Photography courtesy of Starwood Hotels & Resorts w a decade of wow Starwood celebrates its first 10 years by looking to the future In 2001, Barry Sternlicht appeared on Charlie Rose’s PBS interview show to discuss his rise in the hotel world, and particularly the then-recent success of the W brand. “We wanted to make hotels fun again,” said Sternlicht, citing his attempts to target the younger traveler, his competition with Ian Schrager, and the company’s desire to “create an urban oasis” that would make the traveler an enthusiastic return guest. “A lot of people—some of the bigger hotel chains— think it’s a fad, a fading fad,” he said to Rose, Sternlicht’s wide smile suggesting that he couldn’t disagree more. But it’s unlikely that even he could have foreseen the blossoming of the brand today, some five years after he left Starwood to pursue other hospitality endeavors: • By 2012, the brand has plans in place to triple its global footprint: there are nearly 30 Ws today, with 50 expected by the end of 2010, 60 by 2012. • After branching out significantly in the U.S. over the past decade, efforts to create an international presence continue apace, from Istanbul to Hong Kong, Doha to Santiago. Not to mention Hoboken, New Jersey. • W Resorts, Starwood’s efforts to bring the urban oasis to “the wild,” follows its 2006 debut with projects in Vieques, Koh Samui, and Bali. • W’s residential/hotel mixed-use properties are heading for a handful of U.S. cities, including Hollywood, Dallas, and South Beach. • Aloft, a new brand spun from W, and “bringing urban cool to unexpected places,” has recently opened 10 properties in the U.S., with its first opening in Asia soon. Fading fad? Hardly. Through a heady combination of brains, chutzpah, imagination, and zeitgeist-tapping (and maybe a little bit of luck), Sternlicht had created a hotel concept that has managed in large measure to stay ahead of the trends while at the same time spawning a handful of competitors. (One of them, Hilton’s Denizen brand, has recently 116 hospitalitydesign www.hdmag.com
http://www.hdmag.com

Table of Contents for the Digital Edition of Hospitality Design - April 2009

Hospitality Design - April 2009
Contents
Online TOC
From the Editor
Scene and Be Seen
News
Miami Roundup
Industry Insights
Calendar
Designer Profile
To Market - Beautiful Bathroom Products
To Market -Covering Up in Style
To Market - Highlights from Cevisama
On Site
W’s Anniversary
Platinum Circle
Address
ME Barcelona
Aman New Delhi
Heat
Habita Monterrey
Romeo Hotel
Allerton
Encore
Andaz West Hollywood
L20
Rizutto’s
Gitane
T&T
Wrigley Rooftops
Cowboy Star
Afraa
Greenhouse
1OAK
Ice Spa
Celebrity Solstice
Back Space
Hospitality Design - April 2009 - Hospitality Design - April 2009
Hospitality Design - April 2009 - Cover2
Hospitality Design - April 2009 - 1
Hospitality Design - April 2009 - 2
Hospitality Design - April 2009 - 3
Hospitality Design - April 2009 - 4
Hospitality Design - April 2009 - 5
Hospitality Design - April 2009 - 6
Hospitality Design - April 2009 - 7
Hospitality Design - April 2009 - 8
Hospitality Design - April 2009 - Contents
Hospitality Design - April 2009 - 10
Hospitality Design - April 2009 - 11
Hospitality Design - April 2009 - Online TOC
Hospitality Design - April 2009 - 13
Hospitality Design - April 2009 - 14
Hospitality Design - April 2009 - 15
Hospitality Design - April 2009 - From the Editor
Hospitality Design - April 2009 - 17
Hospitality Design - April 2009 - 18
Hospitality Design - April 2009 - 19
Hospitality Design - April 2009 - 20
Hospitality Design - April 2009 - 21
Hospitality Design - April 2009 - Scene and Be Seen
Hospitality Design - April 2009 - 23
Hospitality Design - April 2009 - 24
Hospitality Design - April 2009 - 25
Hospitality Design - April 2009 - 26
Hospitality Design - April 2009 - 27
Hospitality Design - April 2009 - 28
Hospitality Design - April 2009 - 29
Hospitality Design - April 2009 - 30
Hospitality Design - April 2009 - 31
Hospitality Design - April 2009 - 32
Hospitality Design - April 2009 - 32A
Hospitality Design - April 2009 - 32B
Hospitality Design - April 2009 - News
Hospitality Design - April 2009 - 34
Hospitality Design - April 2009 - 35
Hospitality Design - April 2009 - 36
Hospitality Design - April 2009 - 37
Hospitality Design - April 2009 - 38
Hospitality Design - April 2009 - 39
Hospitality Design - April 2009 - 40
Hospitality Design - April 2009 - 41
Hospitality Design - April 2009 - 42
Hospitality Design - April 2009 - 43
Hospitality Design - April 2009 - 44
Hospitality Design - April 2009 - Miami Roundup
Hospitality Design - April 2009 - 46
Hospitality Design - April 2009 - 47
Hospitality Design - April 2009 - 48
Hospitality Design - April 2009 - 49
Hospitality Design - April 2009 - 50
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Hospitality Design - April 2009 - 60
Hospitality Design - April 2009 - 61
Hospitality Design - April 2009 - 62
Hospitality Design - April 2009 - Industry Insights
Hospitality Design - April 2009 - 64
Hospitality Design - April 2009 - 65
Hospitality Design - April 2009 - 66
Hospitality Design - April 2009 - 67
Hospitality Design - April 2009 - 68
Hospitality Design - April 2009 - 69
Hospitality Design - April 2009 - Calendar
Hospitality Design - April 2009 - 71
Hospitality Design - April 2009 - 72
Hospitality Design - April 2009 - 73
Hospitality Design - April 2009 - 74
Hospitality Design - April 2009 - Designer Profile
Hospitality Design - April 2009 - 76
Hospitality Design - April 2009 - 77
Hospitality Design - April 2009 - 78
Hospitality Design - April 2009 - 79
Hospitality Design - April 2009 - 80
Hospitality Design - April 2009 - To Market - Beautiful Bathroom Products
Hospitality Design - April 2009 - 82
Hospitality Design - April 2009 - 83
Hospitality Design - April 2009 - 84
Hospitality Design - April 2009 - 85
Hospitality Design - April 2009 - 86
Hospitality Design - April 2009 - 87
Hospitality Design - April 2009 - 88
Hospitality Design - April 2009 - 89
Hospitality Design - April 2009 - 90
Hospitality Design - April 2009 - 91
Hospitality Design - April 2009 - 92
Hospitality Design - April 2009 - To Market -Covering Up in Style
Hospitality Design - April 2009 - 94
Hospitality Design - April 2009 - 95
Hospitality Design - April 2009 - 96
Hospitality Design - April 2009 - 97
Hospitality Design - April 2009 - 98
Hospitality Design - April 2009 - 99
Hospitality Design - April 2009 - 100
Hospitality Design - April 2009 - To Market - Highlights from Cevisama
Hospitality Design - April 2009 - 102
Hospitality Design - April 2009 - 103
Hospitality Design - April 2009 - 104
Hospitality Design - April 2009 - On Site
Hospitality Design - April 2009 - 106
Hospitality Design - April 2009 - 107
Hospitality Design - April 2009 - 108
Hospitality Design - April 2009 - 109
Hospitality Design - April 2009 - 110
Hospitality Design - April 2009 - 111
Hospitality Design - April 2009 - 112
Hospitality Design - April 2009 - 113
Hospitality Design - April 2009 - 114
Hospitality Design - April 2009 - 115
Hospitality Design - April 2009 - W’s Anniversary
Hospitality Design - April 2009 - 117
Hospitality Design - April 2009 - 118
Hospitality Design - April 2009 - 119
Hospitality Design - April 2009 - 120
Hospitality Design - April 2009 - 121
Hospitality Design - April 2009 - 122
Hospitality Design - April 2009 - 123
Hospitality Design - April 2009 - 124
Hospitality Design - April 2009 - 125
Hospitality Design - April 2009 - 126
Hospitality Design - April 2009 - Platinum Circle
Hospitality Design - April 2009 - 128
Hospitality Design - April 2009 - 129
Hospitality Design - April 2009 - 130
Hospitality Design - April 2009 - 131
Hospitality Design - April 2009 - 132
Hospitality Design - April 2009 - 133
Hospitality Design - April 2009 - 134
Hospitality Design - April 2009 - 135
Hospitality Design - April 2009 - 136
Hospitality Design - April 2009 - 137
Hospitality Design - April 2009 - Address
Hospitality Design - April 2009 - 139
Hospitality Design - April 2009 - 140
Hospitality Design - April 2009 - 141
Hospitality Design - April 2009 - 142
Hospitality Design - April 2009 - 143
Hospitality Design - April 2009 - ME Barcelona
Hospitality Design - April 2009 - 145
Hospitality Design - April 2009 - 146
Hospitality Design - April 2009 - 147
Hospitality Design - April 2009 - 148
Hospitality Design - April 2009 - 149
Hospitality Design - April 2009 - Aman New Delhi
Hospitality Design - April 2009 - 151
Hospitality Design - April 2009 - 152
Hospitality Design - April 2009 - 153
Hospitality Design - April 2009 - Heat
Hospitality Design - April 2009 - 155
Hospitality Design - April 2009 - 156
Hospitality Design - April 2009 - 157
Hospitality Design - April 2009 - Habita Monterrey
Hospitality Design - April 2009 - 159
Hospitality Design - April 2009 - 160
Hospitality Design - April 2009 - 161
Hospitality Design - April 2009 - Romeo Hotel
Hospitality Design - April 2009 - 163
Hospitality Design - April 2009 - 164
Hospitality Design - April 2009 - 165
Hospitality Design - April 2009 - Allerton
Hospitality Design - April 2009 - 167
Hospitality Design - April 2009 - 168
Hospitality Design - April 2009 - 169
Hospitality Design - April 2009 - Encore
Hospitality Design - April 2009 - 171
Hospitality Design - April 2009 - 172
Hospitality Design - April 2009 - 173
Hospitality Design - April 2009 - Andaz West Hollywood
Hospitality Design - April 2009 - 175
Hospitality Design - April 2009 - 176
Hospitality Design - April 2009 - 177
Hospitality Design - April 2009 - L20
Hospitality Design - April 2009 - 179
Hospitality Design - April 2009 - 180
Hospitality Design - April 2009 - 181
Hospitality Design - April 2009 - Rizutto’s
Hospitality Design - April 2009 - 183
Hospitality Design - April 2009 - 184
Hospitality Design - April 2009 - 185
Hospitality Design - April 2009 - Gitane
Hospitality Design - April 2009 - 187
Hospitality Design - April 2009 - 188
Hospitality Design - April 2009 - 189
Hospitality Design - April 2009 - T&T
Hospitality Design - April 2009 - 191
Hospitality Design - April 2009 - 192
Hospitality Design - April 2009 - 193
Hospitality Design - April 2009 - Wrigley Rooftops
Hospitality Design - April 2009 - 195
Hospitality Design - April 2009 - 196
Hospitality Design - April 2009 - 197
Hospitality Design - April 2009 - Cowboy Star
Hospitality Design - April 2009 - 199
Hospitality Design - April 2009 - 200
Hospitality Design - April 2009 - 201
Hospitality Design - April 2009 - Afraa
Hospitality Design - April 2009 - 203
Hospitality Design - April 2009 - 204
Hospitality Design - April 2009 - 205
Hospitality Design - April 2009 - Greenhouse
Hospitality Design - April 2009 - 207
Hospitality Design - April 2009 - 208
Hospitality Design - April 2009 - 209
Hospitality Design - April 2009 - 1OAK
Hospitality Design - April 2009 - 211
Hospitality Design - April 2009 - 212
Hospitality Design - April 2009 - 213
Hospitality Design - April 2009 - Ice Spa
Hospitality Design - April 2009 - 215
Hospitality Design - April 2009 - Celebrity Solstice
Hospitality Design - April 2009 - 217
Hospitality Design - April 2009 - 218
Hospitality Design - April 2009 - 219
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Hospitality Design - April 2009 - 334
Hospitality Design - April 2009 - 335
Hospitality Design - April 2009 - Back Space
Hospitality Design - April 2009 - 337
Hospitality Design - April 2009 - 338
Hospitality Design - April 2009 - 339
Hospitality Design - April 2009 - 340
Hospitality Design - April 2009 - Cover3
Hospitality Design - April 2009 - Cover4
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