Looks like the new "independent" brand (like Marriott's Autograph Collection and Hilton's Curio) is going to be called "Tribute", and indeed the Royal Palm in South Beach us going to be the first property.
http://www.wsj.com/articles/starwood...1?mod=yahoo_hs
(The link requires a subscription, but you can google it in incognito mode to read it without one)