by Cheryl-Anne Sturken | February 07, 2017
The 143-room flagship property of Smartotels Hospitality International's new upscale brand, Form, will open in the first quarter of 2018 in Dubai. Designed by the Paris-based firm Architecture-Studio, the hotel is being developed by Dubai Contracting, and will have a full-service restaurant, a rooftop infinity pool, a rooftop gym, meeting space and retail space.

According to SHI, the new Form Hotel will be in the city's downtown business district near the Dubai International Financial Centre and the Dubai World Trade Centre. In a statement announcing the launch of the new brand, Smartotels' founder, Tarek M. Daouk said, "By offering a core hospitality experience with the flexibility of add-on service and amenity features, Form will empower its guests to customize their journey. The hotel will benefit from an operating model that is engineered to drive strong returns to investors through an increased ability to control operating expenses by compressing fixed costs and exploiting variable costs."

Form's five primary value propositions include a superior-quality luxury bed, a high-pressure shower, a seamless technology experience, free high-speed Wi-Fi and a premium breakfast. Hotel guests will be able to select from a series of add-on services and amenities, such as turndown service, plush bathrobes and other alternative offerings to customize their stay.

Smartotels is currently focused on the U.A.E., with an active pipeline and plans to grow the portfolio of lodging brands to 25 properties by 2026.