Boutique collective reveals new brand and vibrant pipeline

Pictured: Torre Velasca, which will house Sircle Milan.
Boutique hospitality group Sircle Collection is launching its newest lifestyle hotel brand this year, Sircle Hotels.

Sircle Hotels is intended to drive the group’s global expansion, with the launch of a debut UK property.

Fifth hotel brand

Sircle Hotels joins the Sircle Collection portfolio alongside Sir Hotels, Max Brown Hotels, Park Centraal Hotels, Àterre and private members’ club concept The Cover.

Sircle Collection is an independent group of creative hospitality brands focused on design-led, experience-driven services and products for the modern traveller. Founded in 2011 by Liran Wizman, the Amsterdam-based company has grown to encompass 13 locations across Europe.

London debut

The first Sircle Hotels site will be Sircle London, which will open its doors in late autumn. Sitting on the corner of the UK capital’s East End and The City, the  81-room hotel will house The Cover members club, yoga studio and gym, outdoor botanical courtyard and bar, library and Seven North restaurant by 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.

Moving into Milan

The second location for the new brand will be Sircle Milan, following in Italy in spring 2024. This is a restoration project in Milan’s iconic Torre Velasca, housing 72 ultra luxury penthouses on the 19th-26th floors, ranging from 85 sq m to 360 sq m. Each suite comes with an outdoor terrace offering views of the city skyline.

Also onsite will be Sircle Collection’s private members’ club The Cover, and a spa and gym, collectively spanning over 11 floors of the building. It will also include external outlets including additional restaurant and bar concepts, retail units and parking facilities. Architecture and interior design studio Dimorestudio will be at the helm of the property’s interiors.

Dream openings

Sircle Collection founder, Liran Wizman commented: “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.”

Immediate additions

The brand’s global expansion is set to continue through 2024 and beyond, with further hotel openings in desirable destinations. On the books across the group for this year is Max Brown Milan in autumn 2023. This 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 what will be Sircle Milan.

In winter 2023 the organisation will open Max Brown Athens, its 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 food and beverage 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.

Around the same time, Max Brown Vienna will appear in the Austrian capital’s fifth district, Margareten. The property will be Max Brown’s second outlet in Vienna, designed by Sircle Collection’s in-house team. It will offer 117 guestrooms, meeting and event spaces, a local art collection, as well as an all-day food and beverage concept on the hotel’s ground floor.

2024 projects

Looking ahead into next year, Àterre Rotterdam will open in the Netherlands in spring 2024. Àterre is designed for extended leisure and business stays, relying on technology and a space concept that adapts home routines to guest stays. The Rotterdam site will bring a new generation lifestyle hotel and serviced apartment under one roof, with 56 rooms, each with a kitchenette, plus living room-inspired public spaces, an open kitchen and a gym.

Finally, Sir Prague will join the portfolio in autumn 2024. Located within a heritage building with high ceilings and a courtyard, the hotel will open as one of Prague’s newest lifestyle hotels. With 76 rooms, Sir Prague will be home to a Seven North restaurant, an indoor courtyard, a speakeasy bar concept, as well as a gym and a library.