Eco luxe

Launched by Starwood Capital Group, and located on Miami's South Beach, this will be the brand's flagship hotel with further destinations in Manhattan and Brooklyn opening later this year. The hotel features living walls as well as an 'ingredient-first' restaurant that showcases seasonally sourced plant-based dishes. A farmers’ market is held once a month in the lobby and guests are offered the opportunity to plant trees and help with beach cleaning in order to cultivate positive connections with nature, the community and the local environment. 'You make it a cause, rather than a brand. That’s why we call it “1”. It’s one world,' Barry Sternlicht, chairman and CEO of Starwood Capital Group told Skift. 'We’re all responsible for each other. When you stain those skies in China, they wind up polluting the skies in California.'

The Big Picture: While we have seen eco luxury before it has never been on this scale, in such a mainstream environment. The brand is offering Whole-system Thinking to consumers who want to integrate eco-friendly elements into an urban lifestyle.