Stylish encounters at Aloft
Updated: 2012-10-28 08:21
By Zhao Xu(China Daily)
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Aloft Beijing forges an image that combines laid-back homey-ness with a galvanizing youth culture. Kuang Linhua / China Daily |
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Aloft plays host to Chinese and foreign bands taking part in the annual Beijing Midi Music Festival. Provided to China Daily |
In an era of identikit hotels, Aloft Beijing stands out, reports Zhao Xu, citing its innovative approach to hospitality.
Aloft Beijing has a stylish unpretentiousness that endears the hotel to clients searching for a "fun stay".
"We once had a customer who's the CEO of a big multinational company, who stayed at the St. Regis Beijing during work days but would come over here during the weekends," says Kevin Zhang, the hotel's executive assistant manager.
Nestling half-hidden behind the conspicuously luxurious Four Points Hotel on Yuanda Road, Haidian district, Aloft ensures it is not overshadowed by forging an image that combines laid-back homey-ness with a galvanizing youth culture, for what Zhang described "a sassy, savvy" clientele.
Nothing is more eye-catching than the titles designated to the various areas inside the hotel. The lobby is called "re:mix", the snack bar "re:fuel", and the work-out area, "re:charge".
"Putong is the sound one makes jumping into the water," says Zhang, pointing to the name of the hotel's swimming pool. "Our pool is only big enough to make a few splashes. So one is more likely to 'putong' than to swim lengths."
The hotel's "inclusiveness" is underwritten by a clearly iterated design language, best translated as "no walls, no limits".
On its ground floor, which covers the extensive resting-dining-entertaining area, one can move unimpeded and watch others engaged in a multitude of activities. With guests lying around on cushions scattered on the "re:mix" floor, the general atmosphere resembles a public beach.
When the sky darkens, the lights dim and the clamor mounts. People come out of their hotel rooms to join a scene that's played out almost every night on the ground floor.
"To see clients who are previously strangers striking up conversations with one another are among my best moments," says Zhang, who recalls an Australian man who stayed with his family at the nearby Four Points, but would go to Aloft every other night, just to sit at the bar and chat.
"If you believe in 'encounters', then Aloft is the place to be," he comments.
With 182 of its 186 hotel rooms that are 32 square meters in size and cost 700 yuan ($110, before discount) per night, the hotel targets the style-conscious who are reluctant to squander money on 350-count linen bed or a fancy glass of vintage wine. More importantly, all of Aloft's beds are window-facing, allowing sunlight to stream onto the sleeper's face at dawn.
"Partly as a result of our mid-range price, we encourage a do-it-yourself spirit, which, if you come to think of it, is a chic notion very popular among independent travelers," Zhang says.
That means no trainer in the workout area, no lifeguards beside the pool and no mini-bar inside the rooms. Clients are expected to take laundry to the front desk to wash, and can grab a quick bite at the snack bar before heading out for a day's exploration.
"Ours is a quintessential American hotel transplanted to Beijing. We want to capture the fast tempo and free will of an American existence," the manager says.
This American-ness even extends to dogs, which are welcome provided they are under 18 kg.
"One of our favorite customers is a Taiwan girl working in Shanghai. She brought her dog to Beijing for glaucoma treatment and stayed with us for two months," says Jayce Guo, communications manager, pointing to a picture pasted on the hotel wall in which the girl poses with her sunglasses-wearing dog. "We would like to see them come back, the dog without the glasses."
Talking about the hotel's special cachet, Guo cites "music the heartbeat of our hotel".
Over the past three years, Aloft has played host to Chinese and foreign bands taking part in the annual Beijing Midi Music Festival, a wild celebration of original music.
"I remember one night, an Australian band that was staying here returned from its performance, drank all the beer and played for everyone in the lobby," she says.
Now and then, local talents are also invited to play at Aloft. Everyone is encouraged to join in, including hotel employees.
"They slip out of their work clothes and into party dresses," Guo says. "Then the question is: Shall we dance?"
Contact the writer at zhaoxu@chinadaily.com.cn.
(China Daily 10/28/2012 page13)