|With the continuous proliferation of specialist hotel chains like Radisson’s Blu Hyatt’s Andaz and InterContinental’s Indigo, anything unusual has had place in the thoughts of several people: furniture envy. Thanks to their parent corporations, many boutique concepts’ strong pockets present retro-mod rooms done up by designers that are leading. But what if you slide with Nelson platform counter or that Eames chair in love? It’s not forsale, sorry Charlie.
Except, obviously, you are already staying at one of Starwood’s Aloft qualities.
Because of a current partnership between Aloft guardian Starwood Hotels and home-furnishings store Style Attainable, if your guest definitely digs an item he considers down inside the lounge—say, that funky satellite hanging or a Verner Panton Chair—he can soon notice it, and lay on it, in his den at home. The hotel model is along the way of fitting out 20 locations having a selection of investment items from Layout Attainable, the merchant that sells highquality reproductions of famous furniture.
“Aloft is transforming the inn landscape from being solely functional to being stylish and functional, and our collaboration with Layout Attainable allows us to further change our style and what we’re offering to visitors,” stated Aloft’s global marketing vp, Paige Francis. The partnership is actually a marketing raise for both brands: Aloft benefits from the shop for wealthy hipsters, while DWR is currently getting a new stream of potential customers’ imprimatur.
Not that it’s all-so nice and easy, of course. A boutique hotel naturally can’t risk driving the great cats away by hanging a “For Sale” sign up the back of an Eames chair. That’s why, the following month come, DWR catalogs begins showing in the visitor rooms—an express although simple memory the swish furniture downstairs can be purchased. Aloft will also deploy its social networking systems to raise awareness of the alliance, including establishing a match to earn a $10, 000 house makeover from DWR.
Nikoleta Panteva, senior specialist for IBISWorld, said that Aloft is merely after the greater development of high-end hotels virtually marketing pieces of themselves (to guests—just not through anything as gauche being a gift shop). “It allows customers to take a little the motel experience house with them,” Panteva said, adding that the Aloft/DWR package is practical because “they’re targeting precisely the same kind of customer anyway, and it’s a great opportunity for the visitor to see Layout At Your Fingertips furniture in real world use.”
Filled with real-world prices, too. That slick, sixty-inch Nelson Platform Seat from Herman Miller can set a cool $899.00 is backed by you. Luckily, last we tested, lounging round the hotel lobby will stay free.