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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.


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.