Taco Bell has never lacked creativity in marketing its brand to customers. But the restaurant chain’s latest ploy is one nobody saw coming.

This summer the Yum Brands subsidiary will launch a limited-time boutique hotel, dubbed The Bell. Guest rooms, breakfast options, and poolside drinks will sport a Taco Bell twist, according to the company. The hotel will be located in Palm Springs, California.

“The Bell stands to be the biggest expression of the Taco Bell lifestyle to date,” said Marisa Thalberg, the company’s chief global brand officer, in a statement. “It will be fun, colorful, flavorful, and filled with more than what our fans might expect.”

The new hotel and resort will also feature a gift shop for guests to stock up on brand apparel, as well as a salon where so-called superfans can pay for Taco Bell-inspired nail art and hairstyles. New menu offerings will be introduced exclusively at the hotel, the company said.

Customers can begin booking reservations next month for stays beginning August 9. Taco Bell, however, has not disclosed how long it plans to operate the hotel or details around room pricing.

Back in 2016, the chain partnered with home rental service Airbnb to allow four customers to stay overnight at a Canadian location. The chain notably has recently conducted wedding ceremonies at its Las Vegas Cantina store — which serves alcohol — and regularly offers birthday parties in at least 10 select locations around the country.

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