The technology-driven Form Hotel is set to open in Dubai next month.
The project is the flagship of Smartotels Hospitality International Limited a technology-driven upscale design concept hotel in the up-and-coming neighbourhood of Al Jadaf and Culture Village.
Form Hotel is led and founded by by Tarek M. Daouk, formerly head of Hospitality, Europe at Goldman, Sachs & Co.
Daouk said: “We announced our intention to bring a technology-driven design 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.
“We believe Dubai’s maturing hotel market is now prepared to welcome a creative hotel offering like ours, and that it is the ideal time to deliver Form, a novel and design-focused boutique hotel aimed at forward-thinking travellers.”
He added that with a strong visual art and design narrative, and emphasis on wellbeing, Form Hotel Dubai is conceptualised as a sanctuary from the city, in the city, whilst being conveniently located near to major cultural and commercial hubs.
Daouk said: “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 neighbourhood, and our commitment to championing local voices.”
He added: “The brand aims to welcome the hyper-connected, hybrid novel traveler by empowering them to customise their personal journey via integrated brand obsessions.”