Partners Cosmo Fry and former fashion editor Lulu Anderson recognised the gap in the UK market for well-designed budget hotels. With a group of friends including the actor John Malkovich their first venture was The Big Sleep in Cardiff, Wales. They have just opened the Big Sleep in Cheltenham, a Cotswold town with a busy and diverse calender of events like Jazz, literature, a cheese festival, classical music - good shops and great restaurants. Both Fry and Anderson like 60's and 70's buildings, offices that they convert without having to satisfy planners or work around complicated period features or Olde World detailing. There is a riot of bright colours, shiny formica surfaces and Orla Kiely specially designed the 50's inspired wall covering in the breakfast room. Most rooms feature a piece of iconic furniture, Verner Panton, Le Corbusier, or Arne Jacobsen, the linen is crsip and white, the showers, beds and baths are large and there is a flat screen TV. The Big Sleep has mass appeal - rooms to suit everyone from singles to group rooms, penthouse suites to family rooms with bunk beds and a fold-out kitchen. The interiors are fun and young but at the same time sophisticated.