CHARLOTTE—Starwood Hotels is taking its Aloft brand to Durham, NC. Later this year, the hotel giant will break ground on Aloft Durham Downtown in the revitalized American Tobacco Historic District. The grand opening is set for May 2015.

Owned by Davidson & Jones, the newly constructed Aloft hotel targets what Starwood calls the “next generation of travelers” with 134 loft-like rooms, tech forward innovation and a social atmosphere in a prime downtown location. The hotel is located between the Durham Performing Arts Center (DPAC) and the Durham Bulls Athletic Park.

“The leading-edge design and social vibe offered by our Aloft brand is a terrific match for the revitalized American Tobacco Historic District, an exciting, mixed-use complex that has helped accelerate the redevelopment of downtown Durham,” says Brian McGuinness, senior vice president of Specialty Select Brands for Starwood. “Aloft just reached its 75th hotel milestone, driven by robust demand in dynamic markets across the globe.”

Aloft Durham Downtown sit at the intersection of Blackwell and Vivian Streets. The hotel will offer direct access to Durham Bulls' baseball games and top theater performances at DPAC. The new Aloft will be a key component of the American Tobacco Historic District, which launched a massive redevelopment and restoration project in 2004 to transform the iconic American Tobacco Company's campus into a unique, mixed-use development complex with local and national corporations, restaurants, and event venues.

The hotel will also be near Durham Convention Center, Duke University and Medical Center, and Research Triangle Park and five miles from the Raleigh-Durham International Airport (RDU). Aloft Durham Downtown will offer amenities including an outdoor Splash pool, W XYZsm bar, Re:charge 24-hour gym, private parking, and approximately 2,230 square feet of flexible meeting space for both business meetings and social gatherings.