How will Sheraton differ from, say, Westin?
Westin is clearly about renewal and sensory experiences—a more meditative, introspective brand. For example, there’s a signature scent that evokes calmness. Sheraton is more about vitality, community, connectedness. It’s more extroverted. So we’ll play that up. Can we expect party hats in the rooms? No, it’s not a W. It’s more like visiting your neighborhood park and seeing people of all demographics engaging with one another. In the hotel lobby, they’re chitchatting, playing games, drinking coffee or cocktails, working on the computer, waiting for colleagues to come down for dinner. It’s a gathering place, organic but also energizing. We’re calling it Park@Sheraton. How does the design express that concept? We’ll have a variety of elements such as communal tables, game tables, lounges, and a signature chair that’s like a garden chair. Everything will be modular and flexible, so we can plot different configurations around the world. Last year, we put in the prototype at the Sheraton in
