Plans for the new eco-friendly hotel were unveiled by Starwood Capital Group earlier this week.

The new ‘1’ Hotel and Residences – which will be located in mid-town New York across Bryant Park – will demonstrate “that green principles can coexist and enhance a luxury hospitality experience and healthy residential lifestyle.”

In the ever-growing trend of green lifestyle brands, the new “1” hotel will be a 31-storey luxury tower built on the site of an old parking lot.

The building, designed by architect Morris Adjmi, promises to feature typical enviro-friendly building features including energy-efficient appliances, recycled and locally procured building materials, occupancy sensors and lighting control systems that minimize energy use, low or no VOC emitting materials, renewables such as wind, hydro and biomass for half the power usage, reduced potable water use and the use of non-toxic products for all housekeeping.

Barry Sternlicht, Chairman and CEO of Starwood Capital Group said: “When we announced the creation of ‘1’ we promised it would combine a truly luxurious living experience with a commitment to environmental standards and responsibility.

“Our design will adhere to Bryant Park’s feeling of openness, while promoting a healthy and invigorating atmosphere through its environmentally sensitive construction and amenities.”

The project will need to meet LEED (Leadership in Energy and Environmental Design) standards and will also have the National Resources Defense Council (NRDC) on its advisory board.

A complementary dining concept is also in the works, promising to extend the ‘1’ ethos and stay “completely in tune with the building’s environmental conscience.”

The ‘1’ Hotel at Bryant Park is scheduled to open in 2010, with additional new locations planned for cities including Seattle and Paris.

Starwood is not the first lifestyle brand to jump on the eco-marketing bandwagon. In a similar move to offer a more green approach, Fairmont Hotels & Resorts offers a Green package at their Sonoma location in the United States where guests use a hybrid vehicle, go to an organic spa and dine eating locally-sourced cuisine.

Dana Gornitzki

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