Smartotels Hospitality International Limited Plans Spring Opening for Flagship FORM Hotel Dubai

United Arab Emirates, Dubai, United Arab Emirates. February 28, 2018

FORM Hotel Dubai announces its opening date for this Spring. This 136-room property is the flagship from Smartotels Hospitality International Limited; a technology-driven upscale design concept hotel in the up-and-coming neighborhood of Al Jadaf and Culture Village. As an innovative new brand for the Middle East delivered by a best-in-class team, FORM Hotel Dubai will offer a timelessly-designed environment built around brand ‘obsessions' and curated add-ons. With a strong visual art and design narrative, and emphasis on wellbeing, FORM Hotel Dubai hopes to provide a sanctuary from the city, whilst being conveniently located near to major cultural and commercial hubs.

FORM Hotels is led by a team of hospitality experts backed with an impressive investment and operations track record. Founder Tarek M. Daouk comments, “We announced our intention to bring a technology-driven design concept hotel concept to the UAE precisely one year ago. Today, we're delighted to be able to confirm that we will be delivering this landmark project to guests both on time and under budget. Dubai's hotel market is starting to show signs of maturity, primarily driven by its steadfast demand patterns and the bullish entry of significant global lodging brands; the market is now prepared to welcome a creative hotel offering like ours.And we believe that it is the ideal time to deliver FORM, a novel and design-focused boutique hotel aimed at forward-thinking travelers.”

The brand aims to welcome the hyper-connected, hybrid traveler by allowing them to customize their personal journey via integrated brand ‘obsessions', further enhanced by a range of add-on services, amenities and experiences. Guest journeys are punctuated by FORM's five essential built-in offers: a custom-crafted luxury bed, walk-in high-pressure rain shower, complimentary high-speed WiFi, 49-inch HDTV with Google Chromecast, and a complimentary balanced breakfast. FORM will also provide a range of add-on features curated to suit a range of tastes, varying from private yoga sessions, designer pajamas, and sneaker cleaning kits to curated art and foodie tours.

Wellbeing is a fundamental element of FORM's identity and is clearly reflected at ‘roots kitchen by parlour', the in-house restaurant, where wholesome clean eating comes alive in diverse menus, and bold flavors live through sustainably-sourced ingredients. Salũs Housetop, the poolside wellbeing retreat, will provide positive-eating bites and drinks. At FORM the half-length Olympic swimming pool and state-of-the-art gym located on the rooftop grant astounding views, whilst Concept Boutique by FORM, the in-house retailer, offers locally-sourced and thoughtfully-curated items. The connected can head to co.lab space, FORM's creative zone aimed at nurturing smart business and linking like-minded individuals.

Tarek M. Daouk continues, “It was important to the founding team that FORM Hotel Dubai has a strong spirit and a personality that is evident throughout the guest journey. Everyone who walks through our doors and stays with us will identify with our friendly, refined, human, understated and mindful approach, which is played out through collaborations with like-minded hubs in our neighborhood, and our commitment to championing local voices.”

In a city defined by modernity and history, FORM's striking façade adds character to the emergent Al Jadaf area and its Culture Village. Highly accessible, this community-minded brand celebrates the best of local culture whilst remaining within minutes from Dubai International Airport, Dubai Mall, Burj Khalifa, Dubai Design District (d3), Dubai International Financial Centre (DIFC) and the Al Jadaf Dubai Metro Green Line. Commited to playing a role in the future development of Al Jadaf and Culture Village, a locale that is fast attracting world-class cultural and institutional headquarters, FORM Hotel will engage with the surrounding neighborhood and cultural landmarks under development such as the Mohammed Bin Rashid library and Jameel Arts Centre, and the historic Dhow boatyards.

About FORM Hotels

FORM Hotels, powered by Smartotels Hospitality International Limited, is a technology-driven, upscale design concept hotel brand focusing on wellbeing and the human experience. Operating in a timelessly-designed environment FORM aims to provide its guests with everything they value, nothing they don't. Engineered by a team of hospitality experts backed with an impressive investment and operations track-record, its flagship property in the Al Jadaf and Culture Village area of Dubai has been delivered by a world-class development company and globally-renowned architecture firm. Welcoming the hyper-connected, hybrid novel traveller, FORM empowers guests to customize their personal journey via built-in brand obsessions, further enhanced by a range of curated weFORM add-on services, amenities and experiences. Smartotels Hospitality International Limited (Smartotels), is a UAE-based world-class hotel real estate investment and full-service hospitality and asset management firm that provides a broad range of management services with a focus on developing and operating hotels under its unique proprietary hotel brands.

Media Contact:

Ines Rodrigues
+971 4382 8900

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