Starwood Is Constructing a Branded Hotel in Second Life

Starwood Hotels and Resorts -- the company that operates Sheraton, Westin, Four Points and other brands -- is building a new-brand (and brand-new) hotel in Second Life while blogging about the progress. The first real-world Aloft (they spell it aloft) is planned to open its North American doors in 2008, so the Second Life builders are working off a single exterior rendering.
-- via Three Minds @ Organic

[Update] Aug.9 2006: PSFK talks to Starwood's CEO Marc Schiller about their virtual hotel.
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