The Business Innovation Insider: Branded immersive environments inside of virtual worlds

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August 7, 2006

Branded immersive environments inside of virtual worlds

aloft 1.jpg

Starwood Hotels is working on a "virtual brand" for a new hotel concept called aloft. What's interesting is that the aloft brand will debut inside the virtual world of Second Life years before it launches in the actual real world:

"In 2008, the creative team behind the W Hotels brand will be launching a new hotel concept called aloft. Like the W did when it debuted a few years back, aloft is poised to transform the hotel category. The entire aloft concept is about redefining the hotel experience. Knowing that the first aloft hotel won’t open its doors until 2008, next month aloft hotels will become the first hotel brand to open its doors inside of virtual reality.

Starting in September “aloft island inside of Second Life” will allow people to experience an aloft hotel online in a virtual world a year and a half before they can walk through the doors in 2008. Rather than take an existing hotel and recreate it inside of Second Life (as most brands would do), Starwood is leveraging artist’s renderings, floorplans, and early designs for a hotel that hasn’t been built yet."

aloft 2.jpg Anyway, if you're interested in seeing the process that a brand goes through in building a property inside of a virtual world, check out Virtual Aloft, the companion "developers report” weblog for aloft. Via the weblog, it's possible to track the process of building the virtual aloft hotel, step-by-step. For example, a recent post explored the development of the hotel facade, while another explained in detail how certain features of the hotel property are being created.

Tags: Starwood aloft hotel brand virtual

[images: Virtual Aloft]

Posted by dominic at August 7, 2006 8:30 AM | Recommend this! | +dlc | +dig

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