Aloft Asia Pacific Prototype
A full overhaul of the Aloft lobby F&B concepts: Re:Fuel and W XYZ bar, adopting a higher ambition design and operations strategy to support the growth and expansion of the brand.
Generation 4 of the global design strategy for Aloft Hotels initiated our work to revisit the public space and F&B concepts, Re:Fuel and W XYZ bar for Asia Pacific. The focus was on a superior bar experience that adopted a higher ambition in bar and coffee shop design and a more sensible but statement Grab&Go design. The application of the prototype is current, with all Aloft Hotels in development in Asia-Pacific scheduled to open between 2020 and now using this design.
This prototype was the first time that the current global prototype was regionalized—and with success. Initially designed only for use in Asia-Pacific, it saw adoption in other regions too.
Type: Prototype
Scale: Concept, Schematic, DD
Launched: 2019
Standard: Asia Pacific
Scope: F&B Strategy, Project Lead, Design Review & coordination
Lead: Eelco Böhtlingk (As Senior Director, DDO - Marriott Int.)
Interior Design Partner: Animulas, Johan Hovgaard
Food Service: Eelco Böhtlingk
Below is a growing list of Aloft hotels that are based on this prototype (March 2024).
Bali Kuta, Indonesia
Singapore Novena, Singapore
Beijing Huairou, China
Yantai, China