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.”