Aloft amplified local talent and forged new frontiers.

The Event: Project: Aloft Star Tour

Aloft Hotels around the world host regular live shows in their W XYZ bars with local up-and-coming talent as part of the brand’s Live at Aloft Hotels music program. In 2018, Aloft partnered with Universal Music Group & Brands to take the event to a new level by adding the first-ever Project: Aloft Star Tour, a five-city tour and competition, for UMG’s emerging artists. We crafted a tour experience complete with stage, signature cube redesign, merchandise, interactive photo moment, branding, and programming curation.