Sheraton Hotels & Resorts will begin rolling out a refreshed design identity this year with the renovation of six hotels in the U.S. and beyond. The new look for Marriott International‘s most global brand, which was first announced in 2018, draws inspiration from the brand’s roots as a community hub that promotes productivity and connectivity.
“This is a pivotal moment for Sheraton as we see hotel owners embracing the new vision and bringing it to life for the first time,” says Amanda Nichols, senior director and global brand leader for Sheraton. “Over the past 80 years, Sheraton has always offered guests the time-honored assurance of a welcoming community. We’re proud to have built on this legacy in the new concept, creating an environment where guests can enjoy all the familiar comforts of the Sheraton brand, but with fresh, contemporary updates.”
Drawing on its roots as a community hub for locals and guests alike, the new approach for Sheraton looks to create an intuitive and holistic experience with places to connect, be productive and feel part of something. The layered design approach, balancing a sense of timelessness with a fresh and modern feel, aims to devise an environment where guests feel comfortable and at ease, whether working, meeting or relaxing. With a flow that is natural, intuitive and uncomplicated, guests have what they need within arm’s reach, all set against an inviting backdrop that feels warm and comfortable yet refined.
Central to the new design are signature elements such as the Community Table, a purpose-built workspace anchoring each hotel’s lobby and allowing guests to work, eat and drink while soaking up the energy of the space. Following Sheraton’s philosophy to embrace both form and function, these tables are custom-designed with amenities to keep patrons productive, including built-in lighting, outlets and wireless charging stations.
Built on raised platforms and enclosed with glass, meanwhile, The Studios – bookable gathering spaces that celebrate collaboration and connection in a less formal setting – are equipped with the latest tech and allow guests to contribute to the energy of the public spaces while at once providing privacy and focus for small group meetings or private dining experiences. Soundproof booths (which remembers of old phone booths) have also be placed throughout the lobby, meaning people can make phone calls to connect privately with friends, family or colleagues from afar.
Café and market concept Coffee Bar Bar will also become a staple of the Sheraton F&B lineup. The revamped Sheraton Club Lounge is an exclusive perk for Marriott Bonvoy Elite members, and is characterized by layered, engaging visual elements that seamlessly transition the lounge from morning to evening.
Upstairs, guestrooms have been transformed into bright, well-lit spaces with a warm, residential appeal offset by soft finishes and light wood tones accentuated with black metal accents. The rooms have been reimagined with new tools for productivity, such as height-adjustable work tables, integrated power and charging, and layered lighting, but retain some of the brand’s signature features, including the Sheraton Sleep Experience platform bed. Bathrooms have also undergone a completely redesign, taking on a contemporary aesthetic with modern walk-in showers and luxury amenities by Gilchrist & Soames.
The first six redesigned hotels are Sheraton Phoenix Downtown, Sheraton Denver Downtown, Sheraton Tel Aviv, Sheraton Grand Dubai, Sheraton Guangzhou, and Sheraton Mianyang. The transformation will continue across more than 40 existing properties, which are set for completion by the end of 2022. This year, Sheraton expects to unveil new guest experience programmes and complete renovations in Nice, Kiev, Nashville, Toronto and Xi’an.
There are currently 446 Sheraton hotels in 74 countries worldwide, making it Marriott’s most global brand.