Ace Hotel makes its comeback in Europe

2 min reading time

Published on 11/04/24 - Updated on 11/04/24

Ace Hotel & Swim Club Athens

Four years after the group’s departure of the region, Ace Hotel finally returns to Europe this summer with the opening of a new property in Athens.

The former Ace Hotel London located in the Shoreditch neighbourhood closed in early 2020 shortly after the onset of the pandemic, and since then reopened as One Hundred Shoreditch under the Lore Group in 2022. This closure meant the departure of the brand of the European continent.

But the design-land brand is ready to make its big comeback in Europe with the upcoming opening of Ace Hotel & Swim Club Athens. Situated in the Greek capital’s Glyfada neighbourhood along the Athens Riviera, the hotel will feature 120 rooms. It was developed in partnership with Brook Lane Capital.

We have been actively looking for new locations for the Ace Hotel & Swim Club brand extension, inspired by the deep connection our guest has to our beloved Swim Club property in Palm Springs. Athens proved to be the ideal site — the Athens Riviera has proximity to a metropolitan center rich in culture, art and history, while also offering coastal adjacency and a retreat from city life. The Riviera is undergoing a renaissance, and is becoming a destination that travellers seek out, distinct from a trip to the Greek islands or a city visit to downtown Athens.

Wilson, partner and CEO at Ace Hotel Group

The group will focus its further expansion though its resort-style Swim Club brand, with more properties on the horizon following its popular Swim Club property in Palm Springs, which opened in 2009 and will be undergoing a renovation later this year.

Alongside Europe, Ace Hotel will expand its footprint in Asia Pacific, with plans to open its second property in Japan in 2027, located in Fukuoka, following the opening of its Kyoto hotel in 2020.

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