US-based hospitality company, Dream Hotel Group has signed a deal to bring its lifestyle brand to the UK, with the launch of Unscripted Hotels in Birmingham in 2020.
The company has completed a signing with London-based Ciel Capital to open Unscripted Birmingham Central Hall in three years’ time.
The move will mark the group’s first entry into the UK market and will kick start a number of launches planned across the globe as the brand targets international expansion.
For Unscripted Birmingham Central Hall, the former Methodist Central Hall on the northern end of Corporation Street is being transformed. Designed by architects Ewan Harper and James A. Harper, the three-story, Edwardian red brick and terracotta Grade II-listed building opened in 1905.
Once open in 2020, Unscripted Birmingham Central Hall will be home to 135 bedrooms and five dining and nightlife venues, including a rooftop lounge on the third floor and two restaurant flanking the street level.
“Driven by hyperlocal food and beverage, innovative design and a culture of friendly service, Unscripted gives adventurous travelers what they want in a lifestyle brand—an authentic experience that delight the senses and enhances their lifestyle,” said Dream Hotel Group CEO Jay Stein. “Birmingham is one of the most ethnically and culturally diverse city in the United Kingdom, and therefore an ideal destination for the Unscripted flag.”
The brand debuted its flagship location in Durham, North Carolinato in July 2017 and plans to open another five hotels in new destinations worldwide by 2020.
Dream Hotel Group plans to sign another 30 hotels and resorts worldwide across all its brands – Dream Hotels, Time Hotels, The Chatwal and Unscripted Hotels – over the next four years, continuing to solidify its burgeoning global portfolio.