Rockwell Group designed Starwood Hotel & Resorts’ new Aloft hotels to raise the bar in affordable select-service hospitality, offering airy, bright loft-like guest rooms, enhanced technology services, landscaped outdoor spaces for socializing day and night, and an energetic lounge scene. Envisioning a series of urban oases on the American roadside, Rockwell Group has emphasized sophistication, community, functionality, and comfort.
The comfort and sociability inherent in the design infuse the guest experience with a sense of ownership. The self-service check-in, lobby pool table, sunken living room area with fireplace, backyard patio visible from picture windows throughout the hotel, and ultra-comfortable beds all contribute to the feeling of being “at home” at Aloft. There is even a morning-to-midnight kitchen off of the lounge. Certain design elements and visually distinctive iconic structures such as the carport, the abstract roof-line, and colorful glowing linear exterior lights add punch to the subtle sophistication of the spacious, industrial-inspired interior.