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Starwood Capital launches its Treehouse brand

Barry Sternlicht, founder of W Hotels and CEO Starwood Capital Group, has just announced the launch of a new brand that is both eco- and friendly: Treehouse.

He  describes it as "the little brother of the number one", in reference to the brand 1 Hotels. Several of these properties  -- 1 Hotel South Beach, 1 Hotel Brooklyn Bridge and 1 Hotel Central Park -- figure among the Top 10 hotels in Miami and New York. An undeniable success for this luxury brand launched in 2015 and known for its ecological design and sustainable architecture.

As for Treehouse, the sustainable concept likens it to its older sibling. The name refers to both the natural material of wood as well a to a return to roots, to childhood: "Treehouse Hotels are about freedom. The wondrous feeling we each had as kids climbing into a treehouse and making our own "clubhouse" rules. It's about friendship, community and shared secrets," explains a press release. Aneil Handa, director of the Cairn group, presents the brand as "a new type of hotel experience".

Management will be entrusted to a subsidiary of the group. A first property will open in the last quarter 2019 in London. The property, which "will fill a void in London's market that delights in everything and doesn't take itself too seriously," will have 95 rooms, including 15 suites. It will also have a penthouse restaurant and a roof-top bar with a 360° panoramic vie over London's skyline, across from BBC headquarters. Both will be operated by Los-Angeles based The Madera Group, which develops, owns and operates a collection of leading restaurant venues through Southern California and Arizona. This should complement the British capital's lifestyle offer. Other Treehouse hotels will follow, starting with the American market.

Starwood Capital Group is an American investment management firm that operates in real estate, and especially the hotel market, with hotel brands including 1 Hotels, Baccarat and also Starwood Hotels & Resorts which merged with the Marriott group in 2016.

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