If the proliferation of sleek new condos wasn’t proof enough that downtown Brooklyn is in the midst of a vibrant makeover, the announcement last year that Union Square Hospitality Group was poised to open a Shake Shack here surely was. In the shadow of the Brooklyn Bridge, the neighborhood was the perfect setting for Starwood’s second New York outpost of the playful Aloft brand-located next door to the Sheraton Brooklyn New York Hotel. Aimed at the tech-savvy Generation Y, Aloft, designed in collaboration with David Rockwell and the Rockwell Group, first made its mark in New York last December in Harlem, another on-the-rise neighborhood.

“Aloft’s team conceived of an urban-inspired, high-tech environment with high ceilings and open, multi-functional spaces which would give travelers high design at a more accessible price point,” shares Brian McGuinness, senior vice president of specialty select brands for Starwood.

Reminiscent of funky lofts, the 176 rooms feature platform beds facing large windows, nine-foot ceilings, and walk-in showers. Meeting today’s demanding technology needs is the Plug & Play, a one-stop connectivity solution for PDAs, cell phones, mp3 players, and laptops, linked to a 42-inch flat-panel HDTV-ready television.

Beyond the stylish rooms, guests drawn to Aloft New York Brooklyn will also relish the property’s lively public spaces, like the lobby, where they can get a game of pool underway. “Today’s traveler is looking for a social experience, in addition to great amenities and streamlined, modern rooms. Aloft New York Brooklyn is a perfect example of this, from the wxyz bar and re:mix communal lobby area showcasing artwork by local artists to the backyard space where guests can lounge, listen to their favorite bands on their iPods, or surf the web on the hotel-wide free high-speed WiFi,” explains McGuinness. Aloft New York Brooklyn’s most appealing social hangout might be up on the roof, where the pool remains open year-round.