Above from left to right: Sircle London on Devonshire Square, Sircle Milan in Torre Velasca
This year, boutique hospitality group Sircle Collection will launch its newest lifestyle hotel brand; Sircle Hotels. Sircle will drive the group’s global expansion, with the launch of a debut UK property, Sircle London opening its doors in late Autumn, and Sircle Milan opening in Spring 2024. Sircle Hotels joins the Sircle Collection portfolio alongside Sir Hotels, Max Brown Hotels, Park Centraal Hotels, Àterre and private members’ club concept The Cover.
Sitting on the corner of London’s vibrant East End and The City, Sircle London will house a 81-room 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.
“We are absolutely thrilled to be expanding further into Europe, and at such a pivotal moment for Sircle Collection’s evolution. 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.” says Sircle Collection founder, Liran Wizman.
Sircle Collection is a globally recognised, innovative brand of hospitality creating one-of-a-kind hotels, restaurants, members club, concept stores and spas in Europe’s most inspiring neighbourhoods. 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.
SIRCLE COLLECTION’S NEW OPENINGS: 2023 & 2024
The Cover, Vienna – Summer 2023
Located within the Max Brown 7th District, Sircle Collection’s private members club The Cover will open this summer. The clubs stimulate three key areas; 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 – Winter, 2023
The Cover—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, meeting spaces and more.
Sircle London – Autumn 2023
Bridging the gap between the City of London and East London’s vibrant Shoreditch, Sircle London will perch on Devonshire Square in London’s Liverpool Street. The property will house a 81-room hotel, gym, yoga studio and a Seven North restaurant by internationally renowned Israeli chef Eyal Shani. Sircle Collection’s The Cover will also open its first London destination, inclusive of a social space, botanical bar, and library dedicated for those working.
Max Brown Milan – Autumn, 2023
Located in Milan’s city centre, close to Duomo and Teatro alla Scala, Max Brown Milan will be Sircle Collection’s newest Max Brown outpost and its first official property in Italy. Housing 64 rooms with an eccentric design synonymous to Max Brown’s branding, this property will sit just a few steps away from the highly anticipated Sircle Milan, opening in 2024.
Max Brown, Athens – Winter 2023
The first Max Brown property to appear in the Mediterranean area, this hotel will welcome 103 rooms, 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 70s feel, Max Brown Athens will sit in the centre of Athens, within reach of major central squares such as Omonia Square.
Max Brown, Vienna – Winter 2023
Located in Vienna’s 5th District, Margareten, this will be Max Brown’s second outlet in Vienna, designed by Sircle Collections in-house team. With neighbours like the historic Margaretenhof (built and obtained since 1884/1885) and the famous “Naschmarkt”, it will offer 117 guest rooms, meeting & event spaces, a local art collection, as well as an all-day F&B concept on the hotel’s ground floor.
Sircle Milan – Spring 2024
Originally built by BBPR in the 1950s, the iconic Torre Velasca stands out as one of the few modern buildings in Milan’s ancient centre, situated in close proximity to the famous Duomo. Soon to become Sircle Milan, this major restoration project will house 72 ultra luxury penthouses on the 19th-26th floors ranging from 85 sqm to 360 sqm, each suite comes with an outdoor terrace offering magnificent views of the city, plus a 17th-floor private members club The Cover, and a full-service spa; all managed by Sircle Collection, spanning over 11 floors. Globally renowned architecture and interior design studio Dimorestudio will be at the helm of the property’s interiors. It will also include external outlets including additional restaurant and bar concepts, retail units and parking facilities.
Àterre Rotterdam – Spring 2024
Àterre 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 rooms, each with a kitchenette, plus living room inspired public spaces, an open kitchen and a gym.
Sir Prague – Autumn, 2024
Located within a heritage building with high ceilings and a charming courtyard, Sir Prague will open as one of Prague’s newest lifestyle hotels. With 76 rooms, 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.
ABOUT SIRCLE COLLECTION
Sircle Collection is an independent group of creative hospitality brands focused on design-led, experience-driven services and products designed for the modern traveller. Founded in 2011 by the award-winning hospitality entrepreneur and developer Liran Wizman, the Amsterdam-based company has grown to include four hotel brands across 13 locations, including Sircle, Sir Hotels, Max Brown Hotels, Park Centraal Hotels and Àterre — all set in some of Europe’s most inspiring cities and neighbourhoods.
www.sirclecollection.com @sirclecollection
SIRCLE HOTELS
Sircle Hotels creates full-service hospitality experiences for travellers in search of substance as well as style. Welcoming its first property in London’s Devonshire Square in 2023, followed by Sircle Milan in the iconic Torre Velasca in 2024, Sircle Hotels looks to expand to Europe’s leading cities, where it will take guests into worlds of local distinction, elegance, and allure. Whilst each property will be different through its design, F&B concepts and offerings, one quality remains constant; a guest’s feeling of being individually recognised, served and understood.
www.sirclehotels.com @sirclehotels
SIR HOTELS
Sir Hotels is a boutique hotel collection founded in Amsterdam in 2013 with Sir Albert. The collection has continued to grow with a second property in Amsterdam and further openings in Berlin, Hamburg, Barcelona and Ibiza. Sir Hotels caters to those who are looking for authentic stories and distinctive locations. Each hotel has stunning interior design, exceptional restaurants and bars and specialises in providing guests unique experiences on and off property.
www.sirhotels.com @sirhotels
MAX BROWN HOTELS
Max Brown Hotels place sociability in laid-back settings high on the agenda, with locations in iconic European city locations including Amsterdam, Berlin and Vienna. In a more casual alternative to the other Sircle Collection hotels, Max Brown brings the concept of ‘city living’ to life through its buildings, décor and intrinsic connection to each locale. The hotels offer great value in a charming yet stylish setting; their motto ‘basic at its best’ is felt across all the travel essentials: terrific beds, perfect coffee and unbeatable locations.
www.maxbrownhotels.com @maxbrownhotels
ÀTERRE
Sircle Collection’s newest concept, Àterre is a place to live, not just for the night. The properties offer the freedom to explore a city in any way they like. The ease of a guesthouse, the warmth of a second home, and the comfort of a hotel meet under one roof in a space to live while travelling. Àterre is understated and elevated, fresh yet familiar so that guests feel at home when away. Àterre will be opening Rotterdam in Spring 2024.
https://www.aterre.com @aterre
THE COVER
The Cover is a private members’ club for entrepreneurs, innovators and the culturally curious, and supports four key areas of life including health, wellbeing, community and work. Members enjoy free access to private social spaces, members-only workspaces, plus exclusive benefits across the hotels in the Sircle Collection’s portfolio. Barcelona is The Cover’s first city, which will then be followed by Vienna in the bohemian 7th district, Amsterdam, London and Milan.
www.thecover.com @thecover_club
SEVEN NORTH
With its first outlet opening in Vienna back in 2019, Seven North is among the many celebrated concepts from renowned Israeli chef Eyal Shani. An award-winning concept that was born from Shani’s respect for the earth-born ingredients discovered during childhood visits to local markets, fields and vineyards. Seven North offers soul nourishing, South Mediterranean and daily changing creations that are meant to be shared. Here people and spaces are honest, real and stripped back – pure in their essence and pure in heart.
www.sevennorthrestaurant.com @sevennorthrestaurant