What is umi all about?

To build a unique hotel we employed a unique approach. The focus was on building a brand with meaning behind it as oppose to just another hotel. We worked closely with a young branding agency who were given the brief to create something different and revolutionise the industry. Their process had young people at the heart of all development. It was this bohemian nature found in cities all over Great Britain from London to Brighton to Liverpool which really connected with a diversity of characters and personalities.