Starwood Corporate Headquarters

Starwood is one of the world's largest hotel directories and leisure companies. Hotels in the Starwood brand family include St Regis, W Hotels, Weston, Le Méridien, and Sheraton.

Upon relocating their new corporate headquarters to Stamford, Connecticut, Starwood commissioned Bruce Mau Design, Jump Studios, Tangram, and HOK Architects to collaboratively develop a LED installation that responds to the intent of the new space—a place to welcome clients and house events.

BMD worked with Starwood to develop an array of ambient animations. Interspersed with large-scale messaging, these animations are tailored to hotel openings, event notifications and welcome messages. The digital installation allows content to be seamlessly updated by the client as new needs emerge.

The animations bring the worldwide span of Starwood to life, boldly highlighting the hotels under the Starwood umbrella and their respective cities and continents.  The digital display's kaleidoscopic motion forms the star of the Starwood logo.