One of America’s most iconic hospitality brands, a place where the Oscars were invented, launched and held for several years. And a backdrop to many a Hollywood movie, Curious reinvented the Biltmore brand for the 21^st century identifying it’s core proposition, it’s heritage – playing on its prestige and glamour. This ‘Grand Old Dame’ now has a new ident, position, full design support system, interiors, graphics and digital and is set to be rolled out across major and iconic destinations across the world including London, Dubai and even in the former Soviet stage of Gorgia.