Ennismore and Vivium have announced the signing of a strategic, long-term partnership that will welcome Luura to Morgans Originals – a collection of one-of-a-kind, independent hotels with an iconic cultural story…
On the picturesque island of Paros, two new boutique hotels by Luura will introduce the brand’s extraordinary, luxury hospitality to the beautiful destination. Luura Cliff, with 39 keys, will open in April on the western side of Paros for the 2026 season, while Luura Sand, with its 45+ keys, will open on the eastern side of the island in 2027.
For Luura Cliff, award-winning Elastic Architects are responsible for the exterior, with interior design by the renowned Lambs and Lions studio, creating a serene hideaway inspired by the timeless purity of Cycladic architecture. The interior concept, Cycladic Sanctuary with a Lambs and Lions sensibility, will embrace the iconic white cubic buildings, arranged in a harmonious, village-like constellation. Each room will be designed to evoke a sense of privacy, calm, and cosiness, while gently opening into shared spaces that foster organic social encounters.
Image credit: Luura Paros
Materiality will also play a central role, and the overall experience will be one of layered tranquillity — a modern-day sanctuary that balances the intimacy of retreat with the warmth of connection, where every element is intentional, tactile, and deeply human. Luura is rooted in family values and fuelled by their passions, including a profound appreciation for art. Luura will work with curators to build a curatorial narrative embedded in the location’s culture and story.
The first two destinations, Luura Cliff and Luura Sand, will each offer distinct experiences, featuring elements such as a sunset cliff bar, a private chapel, spa and fitness facilities, direct beach access, and event spaces. The two properties will celebrate the originality and beauty of their location while introducing Morgans Originals’ signature social energy to the island through four restaurants and bars curated by Ennismore’s F&B Platform, with brands from the Rikas Hospitality Group and Paris Society, as well as a new concept created especially for Luura by PSC Hospitality, the group’s F&B consultancy studio.
Image credit: Luura Paros
Louis Abboud, Regional Head of IMEAT for Ennismore and Brand COO of Morgans Originals, said: “Our partnership with Vivium marks two significant milestones for Ennismore – our first hotel in Greece and the first outside the UK to join the Morgans Originals collection. When Morgans first opened its doors in 1984, it set the standard for lifestyle hospitality. Today, as a collection brand, Morgans Originals continues to stand for originality, unique design and iconic cultural stories. In Vivium, we have found a partner who shares our values and vision in creating unique and authentic hotels, and we are thrilled to be opening Luura Cliff next year, with several more to follow, welcoming more hotels to the Morgans Originals collection in iconic destinations.”
“With Luura, we’re committed to creating the next generation of iconic hotels, places where every element, from design to experience, is shaped by curiosity and crafted with intention. We believe true luxury unfolds as art, design, service, and culture come together to tell a meaningful story. Luura is our way of redefining what it means to travel well, inviting guests to explore and connect with destinations in a more personal, authentic way. We are delighted to be partnering with Ennismore to bring Luura to Morgans Originals, a unique collection of original and one-of-a-kind hotels.” adds Sophie Khoury, Head of Hospitality at Vivium.
Image credit: Luura Paros
Ushering in a new era of hospitality, Morgans Originals first entered the scene in 1984, introducing the world to boutique lifestyle hotels celebrating the originality of one-of-a-kind locations, guests, and communities. Since then, the storied legacy of the brand has continued to shape the industry. Today, Morgans Originals hotels are beacons of style, possibility, and connection — destinations where originality thrives, and meaningful experiences unfold. Every space is created in collaboration with leading creative minds to offer something original, featuring beautiful interiors, a vibrant social scene, and an energy that draws you in.
Founded in 2025 by Vivium, Luura is a curated collection of artful hotels rooted in curiosity and guided by a culture of generosity. Each property reflects the family’s values and distinctive taste, where every space carries a personal touch and unique character. Combining the intimacy and local expertise of a boutique hotel with the service and amenities of a refined escape, Luura introduces a new kind of stay for the modern voyager. The visionary brand is the result of a unique partnership between Ennismore and Vivium.
Further Luura properties are set to open around the Mediterranean in the coming years. The addition of Luura to Morgans Originals will follow Balfour in Miami Beach joining the collection this year, along with the announcement of a Morgans Originals in Trojena, the mountain region of Neom, Saudi Arabia.
Main image credit: Luura Paros
