Last week Starwood Hotels launched its first Aloft branded hotel in the UK, Aloft London Excel. The hotel sits next to Excel London and East London’s International Conference Centre.
On the launch night, the organiser had a permance from free-runners 3run, music from East London promoters Urban Nerds and a digital art battle where street artists competed to create a piece of art based on the theme of innovation in East London. The winning image by Sam Bevington was projected onto the outside of the hotel.
