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Starwood in Second Life

Aloft1
Aloft2
So after all these months of blogging I have toot my own horn a little and say that I work for a really cool company. This coming week Starwood will become the first company in history to open a new hotel brand inside of a virtual world. The new hotel concept called Aloft will open inside the popular online world of Second Life. Starwood partnered with the Electric Sheep Company to build a virtual version of is new hotel which will not open in the real world until 2008. The cool part is that they can then take the feedback from the virtual hotel and use it to alter the plans for the real hotel before it is even build. The whole process can been seen on a blog called Virtual Aloft which documented the entire process.

After spending a few weeks working for Starwood I am not convinced that these kinds of ideas can be done large agencies anymore. The agency process has become so cumbersome that by the time the ideas are conceived, pitched, approved and built you have missed your window of opportunity and someone else has beat you to market.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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