Dream Hotel Group just launched its new Unscripted brand over the summer, but the company already has plans to take the brand global: A new deal with London-based Ciel Capital with bring an Unscripted hotel to Birmingham in 2020.
“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,” Dream Hotel Group CEO Jay Stein said in a statement.
The hotel is part of a highly-anticipated restoration and redevelopment of the former Methodist Central Hall on the northern end of Corporation Street, opposite the Victoria Law Courts. Designed by architects Ewan Harper & James A. Harper, the three-story, Edwardian red brick and terracotta Grade II-listed building opened in 1905, and its distinctive tower remains a recognizable part of Birmingham’s skyline.
The new hotel, like the brand's debut in Durham, NC, will be in a “secondary” market rather than a gateway hub. The brand was created to bring “lifestyle” and “boutique” hotels to areas that are underserved by this sector.
The Unscripted Birmingham Central Hall will take up nearly half a city block with 135 guestrooms and five dining and nightlife venues, including a rooftop lounge on the third floor and two restaurants on the street level.
With the city undergoing considerable regeneration and gaining expertise on the major sporting and cultural events stage, Birmingham has become one of the United Kingdom’s fastest-growing tourist destinations. Visitor numbers have risen by almost 20 percent over the last five years.
Dream Hotel Group plans to open another five Unscripted hotels in new destinations worldwide by 2020. The company is also looking 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