Eat the Loft

We have Starwood Hotels & Resorts to thank for the trendy W experience. A design heavy chain of boutique hotels where one nights stay will generate a small hole in your child’s college tuition. In what seems like a mad scientists attempt at selling lighting in a bottle, Starwood has created a large amount of sub-brands looking for a W 2.0. One of those brands, Aloft is attempting to capitalize on the Loft trend by offering ‘loft style’ accommodations. Thats expected, until you visit their web page to find out what marketing genius decided to call guest services. Is it me, or does the design resemble an Apple Store that got hammered in Tiajuana and doesn’t recall where it got it’s bitchin haircut.