Starwood Hotels & Resorts Worldwide, Inc.® in partnership withMorris Moinian, Founder of Fortuna Realty Group (FRG), today announced plans to develop an Aloft hotel in New York City. Scheduled to break ground later this month, Aloft New York Midtown will open in October 2017 in the heart of New York City’s Garment District, just two blocks from Bryant Park and down the street from Starwood’s new brand innovation studio, Starlab. The new Aloft will feature 180 spacious loft-style rooms, a tech-forward mindset, innovative brand programming and easy access to the city’s top attractions.
“Aloft is a terrific choice for midtown Manhattan and will appeal to early adopters with its tech-forward mind-set, leading-edge design and buzzing social scene,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. “Designed to meet the needs of today’s modern traveler, Aloft continues to build global buzz as we near 100 hotels worldwide.”
“We are delighted to partner with Starwood Hotels on Aloft New York Midtown—and our first Aloft hotel— which will offer travelers a stylish and affordable option right at the heart of midtown Manhattan,” said Morris Moinian. “Starwood’s popular Aloft brand is an excellent choice for this project with its great design, energetic social atmosphere and live music at the WXYZ® bar. This latest development reinforces a commitment to the hospitality sector as FRG continues to grow its position as one of New York’s leading hotel developers.”
Aloft New York Midtown will boast a prime location on 38th Street just off 5th Avenue, walking distance to Bryant Park, Rockefeller Center, the Empire State Building, the Times Square Broadway Theater District, Madison Square Garden, Lord & Taylor’s flagship store. Renowned architecture firms Nobutaka Ashihara Architects and Paul Vega of VLDG Inc. will design the 27-story property to be encased in glass and metal, boasting 360-degree views of midtown Manhattan.
“Aloft is poised to more than double its portfolio in the New York City metropolitan area by the end of 2017, as we continue to aggressively grow the brand throughout North America and beyond,” said Allison Reid, Senior Vice President of North America Development, Starwood Hotels & Resorts Worldwide, Inc. “Offering distinctive urban design and a line-up of innovative programing, Aloft continues to generate interest from owners and developers in pursuit of a compelling global brand with strong appeal for the next generation of travelers.”
The Aloft brand’s innovative and exclusive initiatives set it apart. Aloft Hotels recently announced the launch of SPG Keyless—an evolution of Aloft’s Smart Check-in— the hospitality industry’s first mobile, keyless entry system allowing guests to use their smart phone as a key. The technology is available at select Aloft, Element and W Hotels worldwide. This forward-thinking initiative is part of the brand’s innovative DNA. Additionally, every Aloft Hotel around the world offers live, free access to local emerging artists as well as some of the hottest bands with Live at Aloft Hotels programming at the W XYZ® bars.