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Aloft and Element brands to debut in historic Tobacco Dock in 2017

Starwood Hotels & Resorts Worldwide has announced plans to expand its rapidly growing Aloft and Element brands with the signing of a dual-hotel development in London. Scheduled to open in early 2017, the new-build Aloft and Element hotels will offer an exciting range of accommodation in the heart of the historic Tobacco Dock area of East London. Aloft London Tobacco Dock will be the second Aloft hotel in London and third in the United Kingdom (UK), while Element London Tobacco Dock will mark the debut of Starwood’s eco-wise Element brand in this established market.

Located in Tobacco Dock – an emerging business and residential area in the fast-growing Docklands area of East London—the connected hotels are ideally situated within easy reach of The City, Canary Wharf and London’s popular attractions such as Tower Bridge and The Tower of London. In addition, Tobacco Dock boasts one of the capital’s biggest meeting, arts and event spaces with a Grade I listed warehouse on the banks of the River Thames.

“We look forward to a long-term collaboration with the Fawzia Mubarak Al-Hassawi Group as we expand our portfolio of mid-market hotels in London,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “These agreements mark an exciting milestone for Starwood’s growth in the United Kingdom and illustrate the strong demand for stylish, yet affordable accommodation in mature and strategically important markets such as London.”

“We are delighted to be entering into a partnership with Starwood Hotels & Resorts and look forward to opening these two new hotels in London. I believe that the strength of Starwood’s global brands, combined with our fantastic real estate development in Tobacco Dock, will generate significant value and further investment into this up and coming area of London. Furthermore, with Starwood’s vast experience and international coverage, I am confident that this project will be successful both in terms of market awareness as well as bottom line results,” said Mrs Fawzia Mubarak Al-Hassawi, President, Fawzia Mubarak Al-Hassawi Group.

The new Aloft London Tobacco Dock will feature 251 urban-influenced rooms, all with signature loft-like ceilings, oversized windows and ultra-comfortable plush platform beds as well as walk-in showers and complimentary Bliss® amenities. The hotel will also feature the brand’s signature W XYZSM bar, an atmospheric public space where guests can mix and mingle, read the paper, work on laptops, play a game of pool or grab a drink with friends. In addition, Aloft offers live, free access to local emerging artists as well as some of the hottest bands with Live at Aloft Hotels programming at the W XYZ® bars.

The Re:chargeSM fitness centre offers an opportunity to re-energise and the unique Re:fuelSM by Aloft introduces a convenient deli option for guests on the go, with an array of food and drinks available 24 hours a day. For meetings and presentations, the hotel will offer four creative meeting spaces equipped with the latest audio-visual hardware.

The opening of Element London Tobacco Dock will mark the debut of the much anticipated eco-wise Element brand in the UK. Launched in 2008, Element made history as the first major hotel brand to mandate that all properties pursue LEED (Leadership in Energy and Environmental Design) for high-performance buildings. More than just a “green” hotel brand, however, Element is designed to provide the balance that business and leisure travellers need to thrive on the road.

In keeping with the tenets of the Element brand, Element London Tobacco Dock’s 77 studios, one-bedroom and two-bedroom suites will be stylish, sustainable and designed for comfort. Each of the light-filled accommodations will feature a fluid design of modular furniture, swivelling flat-screen televisions, large desks with open shelving and custom-designed wardrobe space. Bathrooms will be spa-inspired, with an invigorating rain shower and dual-flush toilet. Rooms will also feature fully equipped kitchens and the signature Heavenly® Bed.

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