Downtown Milwaukee's InterContinental Hotel is being rebranded as an independent, arts-focused hotel.
The 221-room hotel is dropping the InterContinental brand, which it began using in 2007, operator Marcus Hotels & Resorts Inc. announced.
Instead, it will be marketed as "a creatively bold independent arts hotel," according to the statement. The redesigned hotel will include curated exhibits, contemporary art installations and live performances.
The hotel, the future name of which hasn't yet been determined, will "aspire to serve as a welcoming, freeing space for those who wish to experience Milwaukee through an entirely different lens," said Greg Marcus, president and chief executive officer of Marcus Corp.
"The arts spark conversation and debate. The arts inspire and heal. They are part of our daily life, while also serving as an escape. And the arts bring people together, despite differing tastes, backgrounds and experiences," Marcus said in a statement.
The hotel's arts-focused redesign is to expected to be completed by mid-2019.
The features will include a working studio where hotel guests can view the evolution of each artist's work. That builds off the artist-in-residence program at The Pfister Hotel, another Marcus Hotels property in downtown Milwaukee.
The hotel also will feature collections and standalone pieces from international and local artists, as well as performing arts experiences.
The property is close to some of downtown's major performing arts venues, including the Marcus Center for the Performing Arts, the Pabst Theater and stages operated by the Milwaukee Repertory Theater.
The property currently features 13,000 square feet of meeting space and three food and beverage outlets.