Partnership Seamlessly Integrates Custom and Iconic Designs into the Aloft Guest Experience
STAMFORD, Conn., May 1, 2013 – Widely known for its design savvy and for bringing urban sophistication to the otherwise staid select-service hotel category, Aloft Hotels, the fast-growing brand from Starwood Hotels & Resorts, Worldwide, Inc. (NYSE: HOT), today announces a groundbreaking partnership with modern design retailer Design Within Reach, Inc. (DWR) that introduces authentic modern design into public spaces such as the re: mix lounge, the w xyz bar and the backyard.
By incorporating pieces like chairs designed by Charles and Ray Eames to George Nelson Pendant Lamps, Aloft and DWR are reimagining the design-led hotel experience. Aloft’s DWR collection includes a mix of 23 custom and in-stock pieces, including Verner Panton Chairs for the backyard outdoor spaces and Nelson™ Platform Benches, Satellite Chandeliers, Eames® Molded Plastic Side Chairs and Verpan Stools to occupy the re: mix lounge and w xyz bar spaces. Currently, installations of the closely curated design package are rolling out to properties as diverse as Aloft Harlem and Aloft Nashville West End to Aloft Calgary University.
“At Aloft, we’re different by design and our guests expect and appreciate an authentic design experience,” says Brian McGuinness, Senior Vice President for Starwood’s Specialty Select Brands. “DWR’s design philosophy perfectly complements Aloft’s sensibility, and we’ve been working closely to find the right opportunities in our public spaces to showcase iconic items from DWR’s collection.”
Over the past 12 months, Aloft and DWR have been planning and modifying layouts and costs that best fit the vibe of the hotels while maintaining the authentic design aesthetic for which both brands are known. DWR installations will roll out to nearly 20 hotels in the next few months, including a mix of hotels that are replenishing furniture, as well as at brand new hotels that are coming online and conversion hotels.
“Design Within Reach makes authentic modern design accessible, and we applaud Aloft’s commitment to authenticity,” says DWR President and CEO John Edelman. “Aloft has chosen to be an industry leader through its design-led approach and enthusiasm for authentic modern product. Our companies share a passion for design, and we are proud to be working with the Aloft team.”
About Aloft Hotels
With nearly 70 hotels in 10 countries, Aloft has changed the hotel landscape by offering ‘different by design” style everywhere from Baltimore to Beijing to Bogota to Brussels – and everywhere in between. For more information, please visit www.alofthotels.com. Aloft, like all brands within Starwood’s portfolio, is proud to offer the Starwood Preferred Guest(R) program, the industry’s richest loyalty program. To learn more, please visit www.spg.com.
About Design Within Reach
Design Within Reach, Inc., founded in 1998 and headquartered in Stamford, Conn., is the source for the best in authentic modern design. The company markets and sells its furniture and accessories to both residential and trade customers through its retail Studios in the United States and North America, www.dwr.com and its Connecticut-based phone sales team at 1.800.944.2233. For inquiries regarding DWR Contract, visit www.dwrcontract.com.
About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1,146 properties in nearly 100 countries and 171,000 employees at its owned and managed properties. Starwood 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, Aloft®, and Element®. The Company boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest(R) (SPG), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood also owns Starwood Vacation Ownership, Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands. For more information, please visit www.starwoodhotels.com.