Starwood Tests Its Hotel Prototypes in Second Life
The conglomerate behind Westin and Sheraton is launching a new chain of sleek hotels. The first one is open for business in cyberspace.
Starwood, the hotel conglomerate behind some of the world’s most recognized chains, including Westin and Sheraton, plans to launch its lower-priced, loft-style “aloft” hotels — a subbrand of its chic W line – in early 2008. To develop and test the architecture and interior design of the new hotels, Starwood built prototype guest rooms and a fully furnished lobby in a warehouse in White Plains,...
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