01 December 2014
property launch

Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) has signed an agreement with Bari Gruppe GmbH & Co. KG to open the first Element hotel in The Netherlands. Located at Gelderlandplein in the vibrant Zuid area of Amsterdam, a cosmopolitan district just south of the city-centre, Element Amsterdam will cater to today’s savvy and environmentally conscious travellers. Offering bright, modern design and green-minded sensibilities, Element Amsterdam will offer both business and leisure travellers a bright, stylish atmosphere to fuel a life in balance and on the move.

“Following the success of the recently opened Element Frankfurt Airport Hotel, we are proud to expand our relationship with the Bari Gruppe as we introduce the first Element hotel in Amsterdam,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “Now that Element is open in Europe, we’re seeing growing guest and owner interest for the brand across the continent, where there is a strong demand for affordable and innovative hotel brands. Element’s unique design with spacious studio style rooms and additional kitchen facilities provides the perfect whole living experience for longer stay travellers.”

Launched in 2008, Element has reimagined the extended stay hotel experience and is the first major hotel brand to mandate that all properties pursue the US Green Building Council LEED certification (Leadership in Energy and Environmental Design) for high-performance buildings. Recognised as an industry leader in the eco-space, Element’s global portfolio is set to more than double within the next two years and reach 30+ hotels by the end of 2017. In addition to Element Amsterdam, the brand will soon debut in other major travel markets including Element London Tobacco Dock as part of an Aloft and Element dual-hotel development and Element Suzhou Science and Technology Town, marking the brand’s debut in Asia Pacific.

Marco Bari, Managing Director & CEO, Bari Gruppe GmbH & Co. KG added, “We are extremely proud to once again partner with Starwood and introduce our second Element in Europe. We look forward to expanding our successful multi-development collaboration further with this project.”

An adaptive re-use project, Element Amsterdam will be developed by Kroonenberg Groep B.V. who will transform a former office building in the Gelderlandplein shopping centre into the sleek, new hotel. Element Amsterdam’s 160 light-filled studios and one-bedroom suites will be stylish and designed for comfort. Each will feature a fluid design of modular furniture, swivelling flat-screen televisions, large desks with open shelving and custom-designed closets. Bathrooms will be spa-inspired, with an invigorating rain shower and dual-flush toilet. Rooms will also feature fully equipped energy-efficient kitchens and the signature Heavenly® Bed to ensure a good night’s rest.

Furthermore, the hotel will offer guests Motion, a state-of-the-art, 24-hour fitness centre, two meeting rooms with modular furnishings, a flexible layout and state-of-the-art technology that can be customised to meet any business or social needs and a fully equipped business centre. In addition, Element Amsterdam will offer a signature all-day dining restaurant and bar.

Lesley Bamberger, CEO Kroonenberg Groep: “I'm delighted that the Element Amsterdam will form part of the redeveloped Gelderlandplein shopping centre and the adjacent Zuid As. There is no doubt that the new hotel will become a hub for both locals and visitors alike bringing new energy and investment to the local area. Kroonenberg Groep and Multi Vastgoed will oversee the project which will see an existing office building called ‘De Veldert’ completely renovated and transformed into the new hotel.”

Guests at Element Amsterdam will also be able to enjoy complimentary Wi-Fi throughout the hotel, the brand’s signature healthy and complimentary RISE breakfast, RELAX evening receptions, and Restore, a 24/7 grab-and-go gourmet food pantry to buy everything they need to make delicious meals in-room. Additionally, 24-hour laundry facilities with washers and dryers will be available for guests’ convenience along with a range of bicycles to hire.

“The signing of Element Amsterdam underscores Starwood’s commitment to grow our innovative select service brands, Aloft, Element and Four Points by Sheraton, in key European travel hubs,” said Bart Carnahan, Senior Vice President Acquisition & Development, Starwood Hotels & Resorts, Europe, Africa & Middle East. “Bari Gruppe has been a great partner for us on the launch of the first European Element hotel at Frankfurt Airport and they are as committed as we are to innovation and sustainability in the hotel industry. We look forward to working with them as we expand this brand across Europe.”

Starwood currently operates three hotels in The Netherlands, the Sheraton Amsterdam Airport Hotel and Conference Centre and two hotels under The Luxury Collection brand - Hotel Pulitzer, Amsterdam and Hotel Des Indes, The Hague. W Amsterdam will open in Autumn 2015.

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