Hilton Worldwide added a 14th brand to its collection bringing with it a lesser-defined identity than some of its other more established brands.

Following in the footsteps of Hilton’s Curio hotels, the new Tapestry Collection is a “soft brand,” one intended to be somewhat undefined. The brand is designed to appeal to independent hotel owners who want to tap into Hilton’s 50 million Honors members without having to sacrifice their properties’ unique identity and character. While Curio appeals to independent hotels in the 4- to 5-star “upper upscale” industry, Tapestry is targeted toward 3- to 4-star upscale properties.

The new brand will debut with properties in Syracuse, N.Y.; Chicago; Nashville; Warren, N.J.; Hampton, Va.; and two hotels in Indianapolis, Ind. The first Tapestry Collection hotel is expected to complete its conversion by the third quarter of 2017, and Hilton has 35 additional deals in the works.

“With Tapestry Collection by Hilton we are responding to our guests’ and owners’ desire for a compelling new choice for an upscale collection brand,” said Mark Nogal, global head, Curio – A Collection by Hilton and Tapestry Collection by Hilton. “A ‘tapestry’ is a one-of-a-kind, woven piece of art, making it the ideal name for our new collection of hotels that are dedicated to being different.”