Starwood Hotels & Resorts’ new Starlab is a hub of creativity in New York City’s Garment District. The company’s new brand innovation studio brings together a cross-section of Starwood’s digital, design and luxury brand teams in one urban office for the first time. The 46,000-square-foot, bi-level office is an evolution of Starwood’s approach to new style workspaces, following the debuts of the Starwood Experience at the company’s global headquarters in Stamford, Conn., as well as its former Tribeca-based design center.

“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.”

Starlab serves as a creative hub to immerse associates, owners, developers, customers and partners in the company’s latest two- and three-dimensional design work, leading-edge guest technology and unique brand programming. Designed by Starwood’s in-house creative team with VM Architecture Studio PC, StarLab is pursuing LEED certification, reinforcing the company’s commitment to reducing energy use by 20 percent, water use by 30 percent, and carbon emissions by 30 percent by 2020.

Starlab also houses a Tech Lab to experiment and test the company’s latest digital innovations, such as the recent introductions of SPG Keyless, allowing travelers to opt out of traditional check-in for a truly mobile guest experience. With the opening of Starlab, Starwood has also launched a virtual Starlab showcasing the innovations and behind-the-scenes creative stories of Starwood teams from around the world.