ADD Inc redesigns Aloft South Beach

Architectural and design firm ADD Inc is redesigning Aloft South Beach. Located at 2360 Collins Avenue, Miami Beach, Fla., the hotel will be completed in early 2015.

When Aloft South Beach opens in early 2015, it will showcase the renovation of Motel Ankara, a MiMo architectural landmark originally built in 1954, and the addition of an eight-story hotel tower.

The first newly constructed hotel in South Beach since 2009, Aloft South Beach will have 235 loft-like rooms, a roof deck lounge, pool and fitness center. Design and furnishings were chosen based on the hotel’s brand elements, its beachside location and the property’s historic significance.

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Open loft layouts and earthy palettes of concrete and maple wood offer a nod to the Aloft brand. Hues of blues, greens and yellows conjure up the beach, and in homage to the Aloft signature “swoosh” the building is topped with an angular roof that is inspired by the historic Motel Ankara signage on the North end of the building.

Aloft South Beach’s redesign by ADD Inc is part of the renovation of Collins Avenue in Miami Beach, which includes the overhaul of three other historic hotels. The renovation along Collins Avenue in Miami Beach started with Shelborne South Beach and Gale South Beach & Regent Hotel.

ADD Inc is a hospitality designer in the South Beach market. It has offices in Miami and Boston.

In South Florida, ADD Inc architectural projects include the Gale South Beach and Shelborne South Beach hotels; Paramount Bay with Kravitz Design; Jade Signature with Herzog & de Meuron; The Ritz-Carlton Residences in Miami Beach; Brickell Bayview Center Residential Tower; and the River Landing mixed use destination.

In Boston, ADD Inc’s signature projects include workplaces for Adobe, Fidelity and iRobot; the Tree House residence hall for the Massachusetts College of Art and Design; and residential developments for Gerding Edlen, Archstone and Related Beal.

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