Starwood Capital Goes on Flora Frenzy in Florida With Debut of New Eco-Luxury Brand

Starwood Capital Group’s luxury eco-friendly brand recently made its debut in South Beach, Fla., with more locations on the way.

Starwood has officially opened its first eco-friendly luxury property in South Beach, Fla. — 1 Hotel and Homes South Beach. The 426-room beachfront property, built from low-impact, organic and reclaimed materials, is designed to embrace nature and showcase it in landscaping and décor.

1 Hotel and Homes shows off local flora with a 3,000-foot living wall, hanging terrariums, a plant laboratory and 11,000 tropical plant varieties. Nature follows guests into their rooms as well, with organic sheets, recycled hangers, yoga mats, reusable and recycled water cups, headboards constructed of preserved beetle-kill pine and bedside chalkboards. Guest rooms contain no paper or plastic that can’t be or isn’t already recycled.

“We have an impact on nature and nature has an impact on us,” Starwood CEO Barry Sternlicht said in a press release, going on to explain the new brand’s significance:

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. People are already living like this and are now looking for ways to travel in the same fashion. At first, our guests may simply notice the graceful twist of driftwood in the furnishings. However, what we are really offering is an evolution of the entire hotel experience, one that is more natural in regards to the way we arrive, sleep, eat, relax and do.

The hotel will have three food and drink programs overseen by Chef Tom Colicchio, each featuring inventive and organic plant-based cuisine. There will also be opportunities for stargazing, celebrations to usher in the seasons, volunteer opportunities, an electric car service and digital newspapers.

Additional 1 Hotels brand properties are slated to open in New York City and D.C. later this year.

[Photo: Starwood Capital Group]