Aloft Alights in Madrid with New Rockwell-Designed Hotel

Aloft Hotels, Marriott International’s hotel brand for music fans and tech-savvy travelers, brings a new beat to Spain this month with the opening of Aloft Madrid Gran Vía.

The new Aloft property is located in the heart of Spain’s buzzing capital, a stone’s throw from such hotspots as the iconic Plaza de España, the chic neighborhood of Malasaña and Chueca with its popular restaurants and bars, and the shopping district of Gran Via. Designed by world-class architecture firm the Rockwell Group, the property’s tech-heavy and stunning design is aimed at the next generation of travelers, while incorporating the rich history of Gran Vía as a backdrop.

Madrid is a city of contrasts, where modern boulevards open onto ancient Egyptian temples and bustling flea markets border grand palaces and architectural icons dating back to the ninth century.

Legendary nightlife and famous national dishes come as standard from the cosmopolitan city, but the Spanish capital is also home to a few surprises, including secret gardens, incredible art galleries, stunning parks and lakes, as well as the oldest restaurant in the world. With its enviable central location, Aloft Madrid Gran Vía provides an easy jumping-off point for exploring the city, starting with panoramic views of some of the city’s most iconic buildings from its rooftop Splash pool and signature cocktails at the W XYZ® bar.

Staying true to its roots as an incubator brand, Aloft Hotels, in partnership with the Rockwell Group, developed a cohesive design strategy for Aloft Madrid Gran Via that draws on humor and story. In a nod to the brand’s focus on tech and bold use of color, the property’s free-flowing design embraces the “glitch” design trend of using digital or analog errors as artistic expression and drawing upon distorted city art throughout the public spaces and guestrooms. The always-on, communal areas reflect the eclectic spirit of the city and respond to the needs of the modern traveler, allowing guests to seamlessly transition between work and play

.”Rockwell Group’s design concept celebrates Madrid’s vibrancy and energy,” said Elisa Rodriguez, Studio Leader, Rockwell Group Madrid. “We were inspired by the idea of seeing the city and its people through a kaleidoscope, rendering the resulting images as pixelated, blended, and multifaceted, to create dynamic moments throughout the hotel.”

Each of its 139 guestrooms feature Aloft’s ultra-comfortable beds in the brand’s artful, clutter-free loft layout, with 49-inch televisions with Plug & Play connectivity, fast and free Wi-Fi.

Additional amenities include the Re:charge fitness center and Splash pool; Tactic, an interactive private creative meeting space with natural light equipped with modern audio-visual hardware; and Re:fuel by Aloft, a convenient 24-hour cafe for a quick bite on the go. Mobile Key is also in place. The system allows Marriott Bonvoy members to use the Marriott Bonvoy app on their smartphone or Apple Watch as their room key.

There are currently 161 Aloft Hotels in 25 countries and territories around the world. In Europe specifically, Aloft Hotels is present in key city-break destinations such as Dublin, London and Liverpool with expected openings in The Hague, Munich and other locations.