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The romance of Route 66 roadside motels comes alive with Rockwell Group's Aloft concept and model room design for Starwood. Chance encounters and iconic mid-century design were once hallmarks of highway traveling culture; here, they are reinvented in a modern, energetic hotel experience.

Loft-like rooms and flexible social spaces let the concept work around the world.

A double room in Aloft’s Rancho Cucamonga location.
W xyz transforms into a social hub for hotel guests at night.

The design transforms as travelers arrive throughout the day and night.

A 24-hour living room called re:mix allows guests to check themselves in, grab a meal or snack or catch up on work. At night, the daytime self-serve kitchen becomes a lively bar and lounge called w xyz, offering a place to meet fellow travelers.

Rockwell Group’s conceptual development and prototype design has become the basis for 145 Aloft locations worldwide. A full-scale prototype was built and tested extensively in a Queens warehouse.

bar and lounge in aloft hotel
The prototype model is customized with furnishings and artwork suited to each city.
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