It was on October 22, 2006 when I first wrote about Barry Sternlicht’s 1 Hotels venture. Then, it was called “1” Hotel and Residences. For various reasons—primarily a recession—the first 1 Hotel did not open until March 2015. That one is in South Beach in Miami Beach and now owned by Host Hotels & Resorts. Since that time other 1 Hotels have opened in Brooklyn, N.Y. and by New York’s Central Park. Another is coming soon in West Hollywood, Calif. With his award-winning 1 Hotels, Sternlicht has created one of the most successful green brands in the world. The 1 Hotels website spells out each hotel’s sustainable initiatives. All the properties are LEED certified and wellness is at the center of the brand’s approach to guest service.
Sternlicht, Chairman and CEO of Starwood Capital Group, has a long, successful track record in our industry. That is why I am anxious to see what he has planned for his latest venture just announced this past week—Treehouse Hotels, which he describes as “the little brother of the 1.”
Details about Treehouse Hotels are difficult to come by. My interview request with Sternlicht was turned down. What Starwood Capital Group is saying is that Treehouse will embrace “sustainable protocols.” “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 said in a press release about the new brand.
First Treehouse in London
Treehouse London will be the first of the brand’s portfolio to open in late 2019, with additional locations in the United States and beyond. “It’s really exciting to showcase our first property in one of the great travel markets in the world, London. I believe this Treehouse, with its truly sensational rooftop lounge and bar, will fill a void in the London marketplace which is missing—a hotel that revels in the fun of it all and doesn’t take itself too seriously,” said Sternlicht.
Located directly across the street from the BBC Headquarters, Treehouse London will feature 95 guestrooms, including 15 suites, a penthouse restaurant, and a rooftop bar boasting 360-degree skyline views. The restaurant and bar will be operated by The Madera Group, an L.A.-based international hospitality group that owns and operates venues in Southern California and Arizona, including Tocaya Organica and Toca Madera.
A subsidiary of Starwood Capital Group will manage the hotels for the new brand on behalf of Starwood Capital Group.
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