The first hotel in Europe to operate under the Sadie brand from Best Western is to open in Luton in the summer following the £6m conversion of a former 1960's office block.
Sadie – one of four new Best Western brands announced last year for the UK alongside Aiden, Executive Residency and Gle – is described by the marketing consortium as being "chic and sophisticated with a lively and grungy edge". It is a soft brand with a unique look for each hotel.
The 105-bedroom Sadie Luton is owned by Centro Hotels headed by director Ali Mussani. He said the property will be "modern, cool and welcoming" with design features reflecting locations within the town including the former hat factory, Vauxhall factory and the Corn Exchange.
"I have a background in interior design and architecture, so it was great fun channelling my skills into creating the first Sadie hotel for Best Western GB," he explained. "Having learned about the Sadie brand at a conference last year, I approached Best Western to see how we could work together, and their team has offered me great advice and support throughout the development of this hotel."
Mark Stanley, head of hotel development at Best Western GB, added: "The hotel stands out from the crowd and we're delighted to have worked so closely with Ali on this project from start to finish.
"The Sadie brand is a fantastic addition to the Best Western portfolio, capturing a modern look with the sought-after boutique feel which we are sure will be a hit with guests wanting a proudly and uniquely independent place to stay."
Best Western GB has a total portfolio of more than 280 hotels.