New York’s hip Dream Hotel Group is creating a new lifestyle brand for England. The New Unscripted Hotels will be boutique properties, opening first in Birmingham.
The 135-room Unscripted Birmingham Central Hall is the anchor to a restoration and redevelopment of the Methodist Central Hall. The three-story Edwardian red brick building first opened in 1905 and is part of the city center’s recognizable skyline;ine. The hotel will boast five dining and nightlife venues, in line with the Dream lifestyle brand.
Birmingham, in England’s West Midlands, is growing in tourism as a prominent sporting and cultural event area. Unscripted’s philosophy that travel, should be an adventure and not routine, choosing to open in Birmingham versus London matches the personality of the brand and its adventurous clientele.
Unscripted is available in the U.S. with its flagship hotel in Durham, N.C., which debuted in July. Formerly the Jack Tar Motor Lodge, the 1962 motel was redone to celebrate the modern, mid-century style. Featuring 74 rooms and a rooftop pool, three restaurants are scheduled to be completed within the first U.S. property.
Dream Hotel Group plans to open five additional Unscripted properties by 2010, and to add another 30 properties to its brands worldwide, including Time Hotels and the Chatwal.