New brand and openings to come for Sircle Collection

3 min reading time

Published on 30/03/23 - Updated on 30/03/23

Sircle collection

This year, boutique hospitality group Sircle Collection will launch Sircle Hotels, its newest lifestyle hotel brand, and also drive its global expansion, with the launch of several new properties across Europe.

New 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.

The group debuts this year in the UK with the opening of Sircle London, a property situated on the corner of London’s East End and The City. The hotel features 81 rooms, The Cover members club, yoga studio and gym, outdoor botanical courtyard and Seven North restaurant by internationally renowned Israeli chef Eyal Shani.

Sircle Collection will also see the arrival of Sircle Milan, a restoration project in Milan’s iconic Torre Velasca housing 72 luxury penthouses, Sircle Collection’s private members’ club The Cover, and a spa and gym, spanning over 11 floors of the building. Globally renowned architecture and interior design studio Dimorestudio will be in charge 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.

Liran Wizman, founder of Sircle Collection

The brand’s global expansion is set to continue through 2023 and 2024 and beyond, with further hotel openings in some of the world’s most coveted destinations. Others new openings include:

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 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 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.

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, 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 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 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.

Àterre Rotterdam - Spring 2024

Àterre is designed for extended leisure and business stays, relying on seamless technology. Àterre Rotterdam will be located in one of the most vibrant culinary streets Witte de With, and it 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, 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.

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