Dubai: Smartotels launches new concept FORM hotel
The FORM will offer business and leisure travellers a hotel that is design-forward while focused on health and fitness
UAE-based Smartotels has launched its FORM hotel brand, a new concept hotel that features a technologically-advanced and socially responsible design.
The FORM will offer business and leisure travellers a hotel that is design-forward while focused on health and fitness.
Smartotels founder Tarek Daouk said the hotel will be located in Dubai's Al Jaddaf area, according to Hotelier Middle East.
In keeping with the brands emphasis on healthy habits, the hotel will not serve alcohol, which the founder says is in no way a "religious adaptation".
"As a brand we want to position health and fitness as important values, and to be a dry hotel matches those,” he added.
FORM's 143-key flagship property is being developed by Dubai Contracting Company (DCC), and designed by Paris-based global architectural firm, Architecture-Studio.
The hotel is currently under construction and is planned to open in Q1 2018.
Smartotels plans to grow its portfolio of lodging brands to 25 properties by 2026.