Starwood unveils new disobediently designed hotel brand

730 565 Hamish Kilburn
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Starwood unveils new disobediently designed hotel brand

Starwood Capital Group’s latest iconic brand, Treehouse Hotels, will debut in Q4 of 2019 with a 95-key luxury hotel in London…

Hotel visionary Barry Sternlicht, original founder of W Hotels, and Chairman and CEO of Starwood Capital Group, has once again worked his magic to reinvent the hotel experience by launching Treehouse Hotels. Described by Sternlicht as “the little brother of the 1″, the Treehouse Hotels brand is less serious – think more torn jeans and t-shirts and infinitely accessible.

Treehouse Hotels are about freedom and each property will shelter sunny, homey, witty and fun spaces. The brand has been designed with the wondrous feeling we each had as kids climbing into a treehouse and making our own “clubhouse” rules. Inside, it’s about friendship, community and shared secrets. Inspiring, boho and nostalgic, guests will find surprisingly intimate spaces, simple toys, books, nooks, games and a bit of magic.

“Treehouse, with its truly sensational rooftop lounge and bar, will fill a void in the London marketplace which is missing a hotel that revels in the fun of it all.” – Barry Sternlicht

Like all hotels in Sternlicht’s portfolio, Treehouse will embrace sustainable protocols. “It’s all about getting back in touch with ourselves, with each other and remembering all the simple things that used to make us smile, giggle and embrace,” he explains.

Abstract art in the middle of a bare modern room

Image credit: 1 Hotel Brooklyn Bridge

Treehouse London will be the first of the brand’s portfolio to open in late 2019, with additional locations in the U.S. and beyond. “It’s really exciting to showcase our first property in one of the great travel markets in the world, London,” said Sternlicht. “I believe this Treehouse, with its truly sensational rooftop lounge and bar, will fill a void in the London marketplace which is missing a hotel that revels in the fun of it all and doesn’t take itself too seriously.”

Located directly across the street from the BBC Headquarters, Treehouse London will feature 95 guestrooms, including 15 suites, a penthouse restaurant, and the spectacular rooftop bar boasting 360-degree skyline views. The restaurant and bar will be operated by The Madera Group, an L.A.-based international hospitality group that owns and operates venues in Southern California and Arizona, including Tocaya Organica and Toca Madera.

“Partnering with industry pioneer Barry Sternlicht is an honor for us and aligns exceptionally well with our mindset of innovation and striving to raise the experience of our guests to new heights,”  said Aneil Handa, Director at Cairn Group. “Our landmark location on Regent Street will provide the perfect stage to spearhead a new type of hotel experience and we look forward to delivering the global showcase of the first Treehouse hotel in the world with our new partners Starwood Capital Group and SH Hotels & Resorts.”

Treehouse London will be open to all guests, from business and weekend travellers to locals seeking refuge from the busy streets of London. Located at 14-15 Langham Place, Marylebone, London W1B 2QS, UK, Treehouse London is scheduled to open in Late 2019.

Image credit: 1 Hotel Brooklyn Bridge

Hamish Kilburn / 06.06.2019

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