A £1m (1.5m euro, US$1.96m) new spa called Imagine has opened in Kings Lynn, Norfolk, UK.

The 10,000sq ft (930sq m) project at the Best Western Knights Hill Hotel was masterminded by Fitness Express and is part of a larger redevelopment and expansion, which will also include the entire re-equipment of the gym.

Designed by Cambridge-based BDS Architects, the new spa boasts five treatment rooms – including two doubles and a single with a Cleopatra Bath and heated hammam tables – alongside a manicure area and relaxation room.

Spa guests also have access to the hotel’s existing swimming pool, steam room and gym.

The ethos of the spa has been built around providing a more tailored, visitor-controlled experience, offering guests a choice of time-based, as opposed to treatment-led, packages.

Visitors don’t have to book treatments in advance but are instead given the option to leave their decision until they arrive at the spa, allowing for flexibility to cater to individual needs on the day.

Each spa package includes a mix of therapist-led treatments coupled with time in the spa’s heat and water therapy suite, which contains a mineral grotto, an aroma steam bath, feature showers, an ice bath, serail and rasul bath and foot spas. Brands used will include Payot and Nailtiques.

Further expansion of the Imagine spa concept is also planned within other Fitness Express health clubs across the UK over the next two years. Hotels for spa development include Ufford Park in Melton, Suffolk and the Park Farm Hotel in Heathersett, Norfolk.