NEW YORK—Barry Sternlicht, original founder of W Hotels, and chairman/CEO of Starwood Capital Group, has introduced his newest brand venture—Treehouse Hotels.
Sternlicht described the new brand as “the little brother of 1 Hotels,” the nature-inspired brand he also created. Treehouse is less serious, more torn jeans and t-shirts and infinitely accessible—sunny, homey, witty and fun, according to the company.
A subsidiary of Starwood Capital Group will manage the hotels for the new brand on behalf of Starwood Capital Group.
Treehouse Hotels are about freedom, according to the company, designed to capture the feeling we each had as kids climbing into a treehouse and making our own ‘clubhouse’ rules.
Like all hotels in Sternlicht’s portfolio, 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,” he said.
Treehouse London will be the first in the brand’s portfolio, opening in late 2019, with additional locations in the U.S. and beyond. “It’s really exciting to showcase our first property in one of the great travel markets in the world, London,” said Sternlicht. “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.”
Located directly across the street from the BBC Headquarters, Treehouse London will have 95 guestrooms, including 15 suites, a penthouse restaurant and the rooftop bar with 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.
“Partnering with industry pioneer Barry Sternlicht is an honor for us and aligns exceptionally well with our mindset of innovation and striving to raise the experience of our guests to new heights,” said Aneil Handa, director, Cairn Group. “Our landmark location on Regent St. will provide the perfect stage to spearhead a new type of hotel experience, and we look forward to delivering the global showcase of the first Treehouse hotel in the world with our new partners Starwood Capital Group and SH Hotels & Resorts.”