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A Look Inside Our New Brand Innovation Studio

Yesterday we unveiled a new video that shows off the sleek new $12 million studio we built in New York City. The space is called StarLab and is our brand innovation studio where our design, digital and brand teams all work together.

Our corporate headquarters is in Stamford, Connecticut but the growing size of the digital team and the need to attract and retain top talent motivated the Starlab launch. The space is an innovation incubator where high-tech meets high-touch where we work on new innovations and guest technology like SPG Keyless and the Botlr robot butlers at Aloft Hotels.

The space has a lot of fun tech like smart mirrors and a digital chandelier thats part art installation and part real-time Twitter feed. To keep in touch with our guests there is also a gallery space next to the communal dining area where we have 5 large digital frames showing Instagram photos being posted by guests around the globe.

The video above gives you a peak inside and I’m sure there will be more looks inside the studio and the work it is producing coming soon.

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