Checking into another dimension | aloft in Second Life

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Announced last year as W Hotels' new brand for the select-service hotel category, the first aloft hotel won't open until 2008. So, what does a brand do to create some pre-opening buzz, and give future customers a taste of what's to come? Build a virtual hotel in Second Life, of course. Like American Apparel's foray into Second Life (which we wrote about here: brave new retail world), aloft is set on an island within SL. The hotel's virtual developers, Electric Sheep, started off with 64 acres of raw virtual land, and are working their way up to a beautifully landscaped…

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