American hotel group Dream Hotel Group is set to break into the UK market with the announcement of a new property from their unscripted Hotels brand. The new hotel is due to open in Birmingham, England, in 2020 and is part of a deal signed with London company Ciel Capital. Unscripted Birmingham Central Hall will boast 135 design-led rooms in the newly renovated building of the historical Methodist Central Hall opposite the Victoria Law Courts. The building itself is an imposing red-brick structure with a landmark tower and picturesque bay windows that will make for a decadent hotel. It is a three storey, Grade II* listed structure and was built in the Edwardian style in 1905, so the reorganisation from church to hotel will indeed be grand.
Birmingham seems to be an ideal choice for the first foray into the UK market for the American brand. unscripted Hotels is a lifestyle brand that aim to shake things up with their hotels, allowing guests to “live life unscripted”. Unscripted appeals to the mid-upper scale to upper scale customer base but offers an accessible alternative to luxury lodgings. This sets them apart from other affordable luxury brands in that, although their hotels are design focused, they are contemporary but not trendy, and so evading the hostel crowd that might be tempted to stay in an affordable yet hip hotel. Instead, Unscripted wishes to give guests a genuine experience of a place without having to compromise on standards of luxury, and this is reflected in its choice of Birmingham as a destination.
CEO of Dream Hotel Group Jay Stein says, “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. Birmingham is one of the most ethnically and culturally diverse city in the United Kingdom, and therefore an ideal destination for the Unscripted flag. We’re fortunate to collaborate with visionary developers like Ciel Capital who share our ambitions to grow and develop our lifestyle brands in Birmingham and other established and emerging cities worldwide.”