Boutique hospitality group Sircle Collection has announced the launch of its newest lifestyle hotel brand, Sircle Hotels, joining the portfolio alongside Sir Hotels, Max Brown Hotels, Park Centraal Hotels, Àterre and private members’ club concept The Cover…
Sircle Collection is an innovative brand within the hospitality arena, creating one-of-a-kind hotels, restaurants, members club, concept stores and spas in some of Europe’s most inspiring neighbourhoods. The addition of Sircle to the portfolio will drive the group’s global expansion and included in its pipeline is the launch of a debut UK property, Sircle London, opening its doors in late Autumn and Sircle Milan, opening in Spring 2024.
Image credit: Sircle Collection
Sitting on the corner of London’s vibrant East End and The City, Sircle London will house a 81-guestroom hotel, The Cover members club, yoga studio and gym, outdoor botanical courtyard and Seven North restaurant by internationally renowned Israeli chef Eyal Shani. Inspired by local craft, Sircle London’s in-house design team will shine a spotlight on home-grown makers and creators, whilst combining custom furniture synonymous with Sircle Hotels’ aesthetic.
Sircle Collection will also see the exciting arrival of Sircle Milan, a restoration project in Milan’s iconic Torre Velasca housing 72 ultra luxury penthouses, Sircle Collection’s private members club The Cover and an impressive spa and gym, spanning over 11 floors of the building. Globally renowned architecture and interior design studio Dimorestudio, will be at the helm of the property’s interiors.
Image credit: Sircle Collection
“We are absolutely thrilled to be expanding further into Europe and at such a pivotal moment for Sircle Collection’s evolution,” said Liran Wizman, Founder, Sircle Collection.” It’s always been a dream of ours to open a property in London and offer something compelling and distinctive to the city, as well as introduce London to The Cover, our global member’s club. Likewise, the opening of Sircle Milan will add a new and exciting dynamic to the ever-evolving brand.”
The brand’s global expansion is set to continue through 2024 and beyond, with further hotel openings in some of the world’s most coveted destinations. In Vienna, located within the Max Brown 7th District, Sircle Collection’s private members club The Cover will open this summer. The clubs focus on the three key areas of wellbeing, work life and community. The restaurant will serve a dedicated club menu and contemporary drinks and a rich cultural programme will be available as well as diverse body and mind classes.
The Cover, Amsterdam is planned for Winter 2023. The Cover is a private members club for entrepreneurs, innovators and the culturally curious set within the centre of Amsterdam inside W Amsterdam. Members enjoy free access to private social spaces, the AWAY Spa & Gym and members-only workspace. Plus exclusive benefits at the Michelin-starred restaurant, The Duchess, hotel rooms in Sircle Collection’s portfolio, spa treatments and meeting spaces.
The first Max Brown property to appear in the Mediterranean area is slated for Winter 2023. This hotel will welcome 103 guestrooms, a rooftop and a variety of community spaces including several relaxed F&B areas, an indoor living room, dining area, open bar, outdoor terrace, and plunge pool. With a modern 70’s feel, Max Brown Athens will sit in the centre of Athens, within reach of major central squares such as Omonia Square.
Another winter opening, Max Brown Vienna is located in Vienna’s 5th District, Margareten and will be Max Brown’s second outlet in Vienna, designed by Sircle Collections in-house team. With neighbours like the historic Margaretenhof and the famous ‘Naschmarkt’, it will offer 117 guestrooms, meeting and event spaces, a local art collection, as well as an all-day F&B concept on the hotel’s ground floor.
Image credit: Sircle Collection
Moving into 2024, Àterre rotterdam is designed for extended leisure and business stays, relying on seamless technology and a space concept that is adapting home routines to guest stays. Àterre Rotterdam will bring the best of a new generation lifestyle hotel and service apartment under one roof. Located in one of the most vibrant culinary streets, Witte de With, Àterre Rotterdam will open with 56 guestrooms, each with a kitchenette, living room inspired public spaces and an open kitchen and a gym.
Completing the pipeline, located within a heritage building with high ceilings and a charming courtyard, Sir Prague will open in autumn 2024 as one of Prague’s newest lifestyle hotels. With 76 guestrooms, Sir Prague will sit in close proximity to the famous Dancing House alongside the Vltava River and will be home to a Seven North restaurant, an indoor courtyard, a speakeasy bar concept, as well as a gym and a library.
Main image credit: Sircle Collection
