Starwood Capital Group Launches New Lifestyle Brand, 1 Hotels

1 Hotel & Homes South Beach in South Beach, Fla., is the first location of 1 Hotels By: Melissa Karlin
1 Hotel & Homes South Beach in South Beach, Fla. // © 2015 Starwood Capital Group
1 Hotel & Homes South Beach in South Beach, Fla. // © 2015 Starwood Capital Group

The Details

Starwood Capital Group has officially launched 1 Hotels, a luxury and eco-friendly lifestyle brand, with the opening of 1 Hotel & Homes South Beach in South Beach, Fla.

Guestrooms offer organic linens, beds built on reclaimed white-oak platforms and complimentary reusable water bottles. Celebrity chef Tom Colicchio oversees the food and beverage program, focusing on seasonal and locally-sourced ingredients.

To encourage guests to keep active, the brand has curated “Daylife” activities that range from kayaking in Oleta State Park to volunteering with local nonprofits. The opening of 1 South Beach will be followed by two properties in New York City later this year.

“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,” said Barry Sternlicht, chairman and CEO of Starwood Capital Group. “What we are offering is an evolution of the entire hotel experience, one that is more natural in 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.”

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