Starwood Capital Group Launches Treehouse Hotels

Treehouse HotelsThe founder of W Hotels continues to reinvent the hotel experience—this time with a millennial-focused brand.

Treehouse London will open later this year as Treehouse Hotels’ first hotel, adding new layers to Barry Sternlicht’s vision for Starwood Capital Group. As chairman and CEO of the investment firm, Sternlicht’s nature-inspired 1 Hotel and glam Baccarat hotel brands, each featured in Conde Nast Traveler’s 2018 Readers’ Choice Awards, captured the limelight in the short time since their debut. 1 Hotel South Beach, 1 Hotel Brooklyn Bridge, 1 Hotel Central Park and Baccarat New York are all rated among the top 10 hotels in Miami and NYC, respectively.

Sternlicht’s newest brand is described as “the little brother of the 1,” albeit less serious, and more millennial- or freedom-focused. The goal is to capture the child-like wonder and nostalgia of climbing trees and making our own “clubhouse” rules. Friendship, community, shared secrets, nooks, books, simplicity, games and magic all inspire the brand, which will have an overall boho vibe. Jeans and t-shirts, humor and playfulness are sure to infiltrate the meetings and events held here.

Like all of Starwood Capital Group’s brands, Treehouse will also embrace sustainability. “It’s all about getting back in touch with ourselves, with each other and remembering all the simple things that used to make us smile, giggle and embrace,” Sternlicht says.

The 95-room Treehouse London, located across from the BBC Headquarters, will feature a penthouse restaurant, and a rooftop bar with 360-degree skyline views. Sternlicht hopes the hotel will fill a void in the London market, which is “missing a hotel that revels in the fun of it all and doesn’t take itself too seriously,” he says.

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