Wednesday, June 27, 2007

If it's ugly, light it up. It's an aloftism.

Developer of the new aloft Portland, a trendy-traveler aimed hotel out by the Portland airport, calls the space "sassy and smart" in a story in today's O.

Myhre Group's designing the $12 million project, which will feature trademark aloft "swoof" on the roof.

The swoof, if you're unfamiliar with such a thing, contains nearly 70 different colors and is exceedingly ugly. But it'll be lit up at night, which may trick the hipster crowd the hotel's targeting into thinking that it's so ugly it's sexy. Like yellow eyeshadow and bowling shoes.

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