Even though Starwood's Virtual Aloft in Second Life isn't officially open for a few more weeks, we got a tip that it was possible to sneak in via a back door, and so, here are some of the first photos from the inside.
I don't spend anything like as much time in SL as our esteemed colleague, Gideon Television, but even from my passing experience I can tell this is an incredibly impressive build by Starwood and the folks at Electric Artists. The place just oozes sophistication and style. I had my doubts about whether or not this was a worthwhile exercise when I first heard about it - the American Apparel Store in SL still seems more like a PR exercise that a valid installation. But when you walk through the halls of the Virtual Aloft, you really get a sense of what this brand will be like, and it instantly became a "must visit" for me when I'm travelling. Many kudos to everyone involved - finally an SL build that has as much substance as it has panache.
Many more pictures after the jump.