The Design Hotel partnership also marks the launch of a new design hotel brand for Starwood. The company’s CEO Adam Aron would not unveil the formal name yet, but said “this will fill a special niche in Starwood's portfolio, incorporating a handpicked collection of independently owned, smaller properties committed to individuality, progressive design and cultural authenticity.” Starwood Hotels & Resorts became a majority investor in Design Hotels in 2011. While the two company’s maintained a passive relationship in the past, they now join forces as full marketing partners within the Starwood system.