Hotel-Industry Innovator Revitalizes Global Botanical Displays
June 11, 2008 // Franchising.com // WHITE PLAINS, NY – Just in time for summer, Westin Hotels & Resorts announces an industry-first partnership with celebrated floral designer Jane Packer. Starting this month, all Westin Hotels & Resorts worldwide will debut original arrangements designed by Packer—who is recognized as one of the most influential florists across the globe and whose 13 books have made her the best-selling floral author across the world. Having challenged the traditional view of floristry with her fresh and innovative approach, Packer championed the idea that flowers are as exciting as fashion and interior design, yet entirely more accessible. Packer has guided Westin—a similarly innovative brand that has gained recognition for bringing a sense of personal renewal to guests—by creating a style guide that will be used by each hotel's florist and that illustrates the materials and techniques needed to create the new signature Westin Hotels botanicals.
Packer has created for Westin a variety of fresh and sustainable arrangements using a strong, innovative eye and a natural color palette. Her Westin creations are architectural and classic while using a surprising mix of materials. Pinky white amaryllis, for example, might rest atop a nest of curly willow branches, while a signature Bento Box will group materials such as bun moss, snake grass and natural stones with a single green cymbidium orchid. The arrangements are adaptable and complementary to all types of hotel designs and geographic locations.
"We found Jane Packer at her shop at The Westin Chosun Korea and are thrilled to bring her vision and creativity to all of our hotels around the world," said Sue Brush, senior vice president of Westin Hotels & Resorts. "Her style is simple, fresh and original and reflects Westin's signature design aesthetic. We wanted to expand our sensory welcome experience globally in a beautiful, organic way and Jane has helped us achieve that."
"My aim is to produce flower displays that have a strong sense of style. Color and the combinations of flowers, foliage and container all contribute to the success of a design. My approach has always been to use hues of color rather than a mix," commented Packer. "My designs for Westin reflect this thinking: strong, innovative designs in single color-ways that will enhance an interior but not dominate."
The Jane Packer partnership joins a host of initiatives aimed at renewal and personal wellness recently introduced by the brand. In March 2008, Westin launched BrainBody Fitness, a program connecting mental and physical fitness through a series of original exercises that provides guests with simple and effective ways to sharpen their thinking and calm their minds and bodies for better health. In the fall of 2007, Westin became the first hotel brand to create a SuperFoods-focused menu through its relationship with SuperFoods Partners LLC. Additionally, Westin properties across the globe host Unwind, A Westin Evening Ritual—mini lessons, tastings and art installments that help guests connect with each other and the culture of their surroundings.
Westin Hotels & Resorts, with more than 160 hotels and resorts in more than 31 countries and territories, is owned by Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT). Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with approximately 900 properties in more than 100 countries and 155,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, and the recently launched AloftSM, and ElementSM. Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit www.starwoodhotels.com.
Jane Packer is widely recognized as one of the leading florists in the world. Her approach to flowers is at the forefront of modern day floristry and her style has influenced a generation of florists and flower lovers. Her client list includes Donna Karan, Calvin Klein, Gordon Ramsay amongst many others. Jane currently has 10 stores around the world and is the best-selling floral author in the world. She is about to launch her 14th book in September 2008.
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