About Aloft

Created to shake up the traditional select service segment of the hotel industry, the Aloft brand delivers style at a steal with urban influenced, modern, open and vibrant design at an affordable price. Developed from our successful partnership with Starwood Hotels and resorts, Mood had the privilege to work closely with Starwood to launch this hip new brand and become the mandated brand standard for all Aloft hotels.

The Challenge

The challenge—help Aloft bring the vision for a unique hotel to life with a complete customer experience that included music, visuals, scent and a custom system design. We were charged with creating an entirely new experience based on the needs and goals of the brand. How do you create an experience which encourages guest interaction— something that isn’t usually promoted in hotels?

With the excitement and success surrounding the Aloft Brand, Mood is proud to have the opportunity to help Aloft bring its extraordinary guest experience to people around the world.

The Approach

Mood designers developed a trendy soundtrack that captured the Aloft’s savvy vibe and delivered it through a new Bose “turtle speaker” system which produces a rich, full tone with minimal hardware. Mood extended the social atmosphere by creating the W XYZ Bar experience, using music and custom visuals to foster a fashionable and fun setting. With a stunning LCD visual experience, a welcoming scent, and an enjoyable sound, every guest is fully immersed in the Aloft experience, achieving the unique feel that Starwood envisioned from the start.

The Result

Since its launch in 2005, Aloft has opened more than 60 hotels from Abu Dhabi and Baltimore to Dallas and Beijing. With the excitement and success surrounding the Aloft brand, Mood is proud to have the opportunity to help Aloft bring its extraordinary guest experience to people around the world.