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Feb. 8, 2013

Starwood to Bring New Eco-Conscious Brand to Miami Beach

By Georgiana Mihaila, Associate Editor

As the result of a combined effort between Starwood Capital Group, Invesco and the LeFrak Organization, Miami Beach will soon experience a new concept in beachfront luxury hotel living. The developers have unveiled plans for The 1 Hotel & Residences South Beach—a bold project that will combine a residential component with a 417-room SH Group-operated hotel.

The new brand 1 Hotels was developed by Barry Sternlicht—creator of the widely successful W Hotels and St. Regis hotel brands—and aims at celebrating nature through eco-conscious design and management.

Barry Sterlicht, Starwood Capital Group Chairman and CEO, has chosen The LeFrak Organization to help with the $100 million transformation of an existing 1970’s structure into a LEED-certified, environmentally conscious structure featuring natural materials and finishes and lush landscaping.

Located at 2399 Collins Ave. on the site of the hotel formerly known as The Gansevoort South, the new 1 Hotel & Residences South Beach will include 163 residential units, available in one-, two-, three- and four-bedroom layouts, as well as duplexes that will range in size from 830 to 4,280 square-feet.

The residential units will sit atop the 417-room hotel, which will be operated by SH Group—Starwood’s hotel management company. The entire property and the residences have been retrofitted with new energy-efficient casement windows and sliding glass doors onto private terraces, and each unit will be equipped with ENERGY STAR® qualified appliances.

Residents of 1 Hotel & Residences South Beach will enjoy a collection of superior amenities, such as four ocean view swimming pools—including the hotel’s existing famous rooftop pool, a 40,000-square-foot spa and fitness center, 24-hour in-home dining and concierge services, and 600 feet of beachfront with private beach amenities.

The location places 1 Hotel & Residences next door to the W South Beach and two blocks from The Setai Hotel and Residences in a neighborhood rich in retail, restaurants, culture and entertainment.

Award-winning Brazilian designer Debora Aguiar is creating a fresh, unique design for the residences and common areas that resonate with the brand’s core sustainable ethos, while Miami-based Fortune International will be leading sales and marketing efforts. An onsite sales center will also be set up starting April 2013.

Image: Former Gansevoort, now Perry South Beach Hotel