DF&A crafted a contemporary identity for Aloft that resonates with its self-expressive guests by integrating music, art, and social media into the entire hotel experience.
From the moment guests enter, their image is captured and abstracted, then projected onto a dynamic LED screen above the gathering area known as PLAY. The seating mirrors this geometric design, creating a cohesive blend of analog and digital experiences.Breakfast is ordered via touch-screen kiosks, with the food and beverage area designed to emphasise freshness through easily refreshed materials and temporary "pop-up" setups. Meals are served in individualised pots, adorned with pop art-inspired graphics and handmade details.
Guestrooms embody the essence of a spacious loft, featuring open, airy layouts with distinct zones. Light, neutral tones complement a vibrant mix of textures, styles, and colours, creating an environment that inspires joy and discovery—much like a curated mixtape or a stylish outfit.
