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Starwood Hotels expand in Amsterdam with the Element and W brands

Starwood Hotels is expanding its footprint in Amsterdam with two new upscale hotels, Element Amsterdam and W Amsterdam, both opening next year.

The first Element hotel in the Netherlands is being developed by Kroonenberg Group B.V. in an agreement with Bari Gruppe GmbH & Co, as an adaptive re-use project. Right out of the gate this is a departure from the new build prototype that typically defines the all-”green,” all-LEED Certified, Element brand. This is exciting news, as these early buildings are not only inherently “green” but also make for some interesting hotel conversions. Bring it on.

The 160-room Element Amsterdam will move into a former office building located inside the Gelderlandplein shopping center. A win-win for everyone and a seemingly perfect fit, so to speak, for Element. The new Element will have the core “elements” of the brand, including studio style rooms with signature Heavenly bed, energy efficient kitchens, and large flexible work spaces. There will be a 24-hour fitness center and “grab and go” gourmet pantry, flexible meeting spaces and 24-hour business center, and free WiFi everywhere you are.

W Amsterdam is made of two istoric buildings will be renovated and redefined by local firm WINHOV architects and Tel-Aviv based BK Architecture. The “Exchange” building will serve as the main hotel entrance, featuring a rooftop lobby and check-in along with the always cool looking W Living Room. The “Bank” building will feature a bar and restaurant in the former banking hall, plus a “creative incubator” space for local talents of fashion, art and design, to do their “show and tell.” There will be a total of 238 rooms between the two buildings, including 25 suites, one WOW Suite, and two Extreme Wow suites

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