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The new Starwood HQ presents developers with an unified brand evident through its own design, as well as an idea lab where developers and guests can view future design concepts get thrown around.

Executives at Starwood Hotels & Resorts Worldwide are hoping their recently opened worldwide headquarters will itself spur development in its global portfolio.

To that end, they launched last week The Starwood Experience, a “creative design lab” at its offices designed to showcase the company’s nine brands. The space gives associates, owners, developers, customers and marketing partners a first look at innovations in two- and three-dimensional design, guest-facing technology, brand programming, event activation in public spaces, and food-and-beverage initiatives.

“One of the best things about a space like this is that developers can get a real feel for what they want to do—which brand they want to build,” Turner added. “Sitting in a boardroom looking at a PowerPoint presentation is different. If a developers looks at pictures of a lobby in Doha that he likes but his building has a different configuration, our designers are here to talk about how to adapt it. We can put that together.”

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