With dramatic multi-story windows and outdoor social areas, the new Element hotel brand aims to revitalize the extended stay concept by incorporating nature into its design. The newest brand from Starwood Hotels & Resorts, Element (formerly Project ESW) borrowed touches from sister group Westin, such as the Heavenly Bed, a smoke-free policy and large fitness centers; design elements unique to the new brand include stainless steel kitchen appliances, custom-designed closets, in-room offices and gourmet pantries.
“The name Element really evokes the spirit of the brand,” says Sue Brush, senior vice president of Westin Hotels & Resorts. “This brand is about smart design, features inspired by nature and creating space where guests can be ‘in their element.’”
The first Element hotel is scheduled to debut in Lexington, Mass., in early 2008; plans call for more than 150 hotels nationwide.