Berlin: a 92-key conversion in Charlottenburg
In 2026, Dean Group will enter Berlin with a 92-room hotel created through the conversion of an existing building in Charlottenburg. The project places the brand in a district shaped by strong international arrivals, cultural density and a balanced mix of leisure and corporate demand. Designed as a dynamic lifestyle hub, the hotel will feature a rooftop bar, a restaurant and sociable common areas. The conversion model also enables a more efficient development timeline, supporting a faster and more controlled market entry.
Munich: 128 rooms in one of Europe’s most resilient ADR markets
The Munich opening will introduce 128 rooms in 2026, also through asset conversion. Leveraging the city’s premium fundamentals — supported by the tech, automotive and trade-fair industries — the hotel will capture robust weekday corporate demand and high-spend leisure flows. A bar, restaurant and rooftop terrace will reinforce Dean Group’s upscale lifestyle positioning and secure exposure to one of Germany’s most stable and profitable hotel markets.
Miami: 145 rooms in Wynwood, the brand’s North American debut
Dean Group’s international expansion reaches a new milestone with the 145-room Wynwood hotel in Miami, scheduled for 2026. Positioned in one of the city’s most dynamic creative districts, the hotel will feature a rooftop pool, a signature bar and immersive design-led spaces. This step marks the brand’s entry into the U.S. market, diversifying its geographic footprint and engaging with strong domestic and international demand patterns.
This North American expansion follows the acquisition of The Gates Hotel South Beach by Dean Group’s owner, LHC. At the time of the acquisition, Keith Evans, founder and CEO of LHC, declared:
“We are thrilled to have acquired such a high-profile hotel in the fast-evolving Miami Beach hotel market. The Gates Hotel South Beach offers significant potential for repositioning into one of Miami’s leading lifestyle hotels. This is an exciting first move for the Dean brand as it begins to build its presence across the US, following the recent expansion of the Dean Group into Munich and Berlin.”
A unified development strategy focused on efficiency
Across Berlin, Munich and Miami, Dean Group deploys a consistent strategy centred on conversion-led development. This reduces capital intensity, accelerates market entry and improves ESG performance through adaptive reuse. The approach strengthens operational scalability and supports the group’s ability to expand its experiential model into high-value cities while maintaining disciplined investment exposure.
A brand built on storytelling, design and emotional connection
Dean Group stands apart through a philosophy that blends narrative-driven design, locality and community engagement. Interior designer Marie Smyckova explains how each Dean hotel is built as a lived-in story, layered through textures, contrasts and craft.
This creative ethos aligns with emerging tourism dynamics that prioritise co-creation, emotional engagement and experiential authenticity .
As Vanguélis Panayotis emphasises, “what makes a hotel powerful today is not only the space, but the content, the story, the emotion people find in it.” Dean Group further strengthens its brand ecosystem through curated collaborations and community-driven partnerships, reinforcing the cultural and social dimension of each opening.
The upcoming openings in Berlin, Munich and Miami illustrate a brand entering a new era — one driven by cultural resonance, design innovation and disciplined investment. Supported by renewed confidence and a clear development roadmap, Dean Group is preparing to evolve from a regional success story into a global lifestyle benchmark.
