Today Staying Cool � the hip independent serviced apartment operator � received Birmingham�s first ever five star accommodation rating for its one and two bed and penthouse apartments on the top two floors of the landmark Rotunda.

Staying Cool opened in the much loved and iconic sixties cylindrical tower in May this year to rave reviews from guests and the media alike. The apartments were quality assessed by Visit Britain on Friday and awarded five stars this week.

�It was always our intention to design and run a five star property,� said Creative Director, Paul Taylor. �It�s not so much about the five stars per se but about positioning ourselves as the very best place to stay in the city.� �Our approach is to distinguish ourselves from the mass-market and the run-of-the-mill. We are fussy about the choice of development, the interior design, the brand of coffee� everything is picked with care and attention to detail. Unlike other serviced apartment companies and most hotels, we really go to town creating a stylish and comfy home-from-home for our guests. We mix design classics, specially commissioned pieces and recycled or refurbished furniture; there is always an element of individuality in each of our apartments that we hope makes us stand out from the crowd.� The refurbishment of the former 1960s office block was carried out by multi-award winning developers, Urban Splash, and Glenn Howells Architects. �We had been working with Urban Splash in Manchester for several years and received the city�s first five star rating for a serviced apartment two years ago. So when we saw Splash�s plans for Rotunda it was pretty much a no brainer. Together we have created a very unique and individual place to stay,� said Marketing & Operations Director, Tracey Stephenson. �The hours of planning and preparation have paid off!�

�We had been genuinely impressed by Staying Cool�s operation at Urban Splash apartments in Manchester. We both share a passion for great design and top quality service so it made perfect sense for us to work together at The Rotunda in Birmingham,� said Nathan Cornish, managing director, Urban Splash Midlands. �We�re absolutely delighted about the five star rating.� Rotunda is a very special development. It is much loved locally and has been an integral part of the cityscape since the sixties. The apartments radiate from the natural curve of the building. Each has a wall of floor to ceiling glass with fully opening French windows, giving great views of Birmingham some 200ft up. Lucky penthouse guests get their own, large open air balcony on the top floor. Design wise the apartments � all named after Longbridge cars from the factory�s heyday � combine contemporary cool with swinging sixties style. Lounges feature specially commissioned stylish sofas by fab Brit furniture team, Naught One, in grey felt with bespoke coloured stitching, as well as Pierre Cardin�s colourful 1960s chairs. Designer Lou Rota has produced Staying Cool versions of her Polymorph chair � an environmentally friendly rework of the Robin Day classic. Staying Cool also commissioned photographer Nick Smith to produce a series of sixties-inspired fashion photos that invoke the decade, to hang larger than life on the walls. Lighting is by Tom Dixon and Artemide. As well as the kudos of staying in the reborn Rotunda � guests enjoy free wifi, an Apple computer in each apartment, a Bose iPod dock and Gaggia espresso maker with organic milk and freshly ground coffee. A range of organic breakfasts, champagne, wine and other drinks are available to order. Staying Cool�s reception and concierge service � which it co-runs with Urban Splash � can help with theatre and cinema tickets and advise on what to see and do. The apartments cost from �129 to �375 per night � five star quality at four star prices. Further information and bookings can be found at www.stayingcool.com or by calling 0121 643 0815.

- ENDS -

Notes to editors

The Rotunda: The Rotunda first opened as an office block in 1965; it was the crowning glory of the trendy new Bull Ring shopping centre. Designed by architect, Jim Roberts, the round tower captured the future-looking age of 1960s cool. During four decades of changing perceptions of post-war urban design, the future quickly became the past and public affection turned its back on much of the modern city. Not so the Rotunda, neglected but not forgotten, it has retained a place in Birmingham�s heart and thanks to Urban Splash, has now been restored and revamped for the 21st century.

Staying Cool: Staying Cool was set up by two friends, ex-GranadaTelevision and board director-turned-designer, Paul Taylor and former Salford marketing and tourism boss, Tracey Stephenson in 2005. The concept was born out of Paul and Tracey�s nomadic lifestyles and their frustrations with most hotels and serviced apartments.

A former tv lawyer, Paul is co-owner and the founding director of Staying Cool, responsible for creative and commercial development. From 1991 to 2000 he worked firstly as Granada Media Group�s lawyer and latterly as both board member and commercial director where he was responsible for strategic business development. Paul left Granada to pursue his passion for design and completed a degree in Architecture in 2003.

Tracey, co-owner and director of marketing and operations, is a marketing professional with 20 years� management experience in marketing, tourism and sponsorship. Before Staying Cool, she provided marketing and sponsorship consultancy for clients across the public and private sectors, and major events including the Harlem Globetrotters. From 1999 to 2003 she was head of marketing and tourism for Salford City Council. Tracey studied for a degree in French and Spanish at the then Coventry Lanchester Polytechnic, now Coventry University.

Staying Cool with Urban Splash: Staying Cool bought its first ever apartment from Urban Splash � an empty shell at Box Works in Manchester which creative director, Paul, designed and fitted out. It became Manchester�s first officially-rated five star apartment at Urban Splash�s Box Works development in 2005. They have since added another two five star rated apartments in Urban Splash�s Castlefield and four 4* properties.

Urban Splash provides the buildings and the apartments� fixtures, while Staying Cool provides the interior design and all the extras you would equate with a boutique style hotel room (towels, robes, bathroom products, teas, coffees etc). Urban Splash design with Staying Cool style.

Serviced apartments are a relatively new concept in Britain but are well-established abroad. Urban Splash is following the path first laid out by the pioneering 20th Century icon, Le Corbusier. The architect designed one of the first post-war apartment blocks � L�Unite d�Habitation in Marseilles � pitching serviced apartments, shops and restaurants alongside private homes. Some 50 years on, the development remains one of the most sought after addresses in the city, as well as a popular destination for tourists and business people wanting somewhere to stay.

Media enquiries: For further information contact: Tracey Stephenson, Staying Cool, 07971 177 036, tracey@stayingcool.com Caroline Murdoch, Redworks PR, 01869 810 443, caroline@redworks.co.uk