Creative originally developed by Alice & Albert · Presented in partnership with Grapes Worldwide
// Starwood //
STARWOOD RETAIL PARTNERS — LIVE 360º
BRAND OVERVIEW
About the Brand
Starwood Retail Partners' Live 360º program was designed to transform its shopping centers into more engaging community destinations through experiences spanning art, culture, food, fitness, entertainment and more. The opportunity was to take that vision and give individual properties the creative tools, ideas and guidance they needed to bring it to life consistently — while still allowing each location to make the program relevant to its own community.
INDUSTRY
B2B
Campaign Name
Live 360º
SERVICES
BRANDING & DESIGNING, EVENTS & ACTIVATIONS
PROBLEM STATEMENT
01.
TURN STRATEGY INTO ACTION
Starwood had established the Live 360º vision. Individual properties needed a clear, practical way to take that strategy and turn it into programming, marketing and experiences within their own communities.
02.
CREATE CONSISTENCY ACROSS THE PORTFOLIO
With properties serving different markets and working with varying resources and photography, Starwood needed a flexible creative system that could create a recognizable Live 360º presence without making every location look or feel exactly the same.
THE SOLUTION
We translated the Live 360º strategy into a practical creative and marketing system designed for execution across Starwood's portfolio. From the playbook and campaign tools to activation ideas, templates and signage, we gave individual properties a framework they could use to bring Live 360º to life locally while maintaining a consistent program identity
01.
BUILT THE LIVE 360º PLAYBOOK
We created a comprehensive playbook that turned the Live 360º vision into a practical roadmap for property teams. The playbook brought together creative direction, activation ideas, campaign guidance, signage and templates — giving local teams the tools they needed to move from strategy to execution.
02.
CREATED A FLEXIBLE CAMPAIGN SYSTEM
We developed a bold, adaptable visual system that could work across properties, programs and local marketing needs. The use of color and graphic elements was intentional. With photography varying significantly from property to property, the system created energy and consistency while giving local teams the flexibility to work with the assets available to them.
03.
TOOK LIVE 360º INTO THE REAL WORLD
We created activation ideas and tools that helped properties turn Live 360º into experiences
designed around their individual communities. The system gave local teams the flexibility to activate across art, culture, food, fitness, entertainment and other community programming while remaining connected to the larger Live 360º platform.
RESULTS
A STRATEGY BUILT TO SCALE
Turned the Live 360º vision into a practical system that could be implemented across
Starwood's portfolio.
CONSISTENCY WITH LOCAL FLEXIBILITY
Created a recognizable creative framework while giving individual properties room to make Live 360º relevant to their own communities.
FROM PLAYBOOK TO REAL-WORLD EXPERIENCE
Equipped property teams with the tools, templates and activation ideas needed to move the program from strategy into market.