Global hotel company Jumeirah is set to launch new brand named Venu, with the first property expected to open on Bluewaters Island in Dubai.
Discussions with developers are also under way regarding sites in the Middle East, Asia and Europe.
Pitched as a "contemporary lifestyle" brand, Venu is designed to appeal to modern travellers who are looking for a clean and cool place to stay. It is also intended to reflect the feel of Dubai, and aims to present a creative, bold, cosmopolitan, "can-do", stylist approach.
Matt Balcik has been appointed vice-president operations, brand development, to oversee Venu's international roll-out. He was previously general manager of the W Hotel in Istanbul, and has also held senior roles at Marriott and Starwood Hotels & Resorts.
Speaking at the launch of the new brand, Nicholas Clayton, chief executive, group operations at Jumeirah Group, said: "This is a genuinely exciting innovation for Jumeirah Group. The time is right for us to launch a new contemporary lifestyle brand. Coming to a Venu hotel will be an intuitive experience, built around and anticipating the needs of the modern, savvy traveller."
A member of Dubai Holding, Jumeirah also operates a host of luxury hotels around the world, including the Burj Al Arab Jumeirah, Dubai; Jumeirah Himalayas hotel in Shanghai; Jumeirah Frankfurt in Germany. In the UK, the group operates the Jumeirah Carlton Tower, and Jumeirah Lowndes hotel in London.