Dream Hotel Group has announced plans to debut Unscripted Hotels, its newest lifestyle brand and hospitality concept in England in 2020. The first hotel will be located in Birmingham and will be named Unscripted Birmingham Central Hall.
The Unscripted brand focuses on hyperlocal food and beverage, innovative design and a culture of friendly service, according to Dream Hotel Group CEO Jay Stein.
The hotel will have 135 guestrooms and five dining and nightlife venues, including a rooftop lounge on the third floor and two restaurants on the street level.
The boutique hotel is part of a 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 city center skyline.
Widely known as the “City of a Thousand Trades,” Birmingham has a history as the cradle of the Industrial Revolution, with the surrounding region being home to iconic businesses such as Jaguar, Land Rover, JCB and Rolls-Royce. With the city undergoing considerable regeneration, Birmingham has become one of the United Kingdom’s most popular and rapidly-growing tourist destinations. Visitor numbers have risen by almost 20 percent over the last five years.
Unscripted debuted its flagship location in Durham, NC 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.