A rendering of Sircle Milan

Sircle Collection to launch new lifestyle brand

Boutique hospitality group Sircle Collection is set to launch its newest lifestyle hotel brand, Sircle Hotels, in Autumn 2023 with a debut UK property in London. The opening will be followed by Sircle Milan in Spring 2024.

Perched on Devonshire Square in Liverpool Street, Sircle London will house a 81-room hotel, The Cover members’ club, a yoga studio and gym, outdoor botanical courtyard and Seven North restaurant by internationally renowned Israeli chef Eyal Shani. Inspired by local craft, the group’s in-house design team will shine a spotlight on home-grown makers and creators, whilst combining custom furniture synonymous with Sircle’s aesthetic.

A rendering of Sircle London

In Italy meanwhile, Sircle Milan is a restoration project of the city’s iconic Torre Velasca, originally built by BBPR in the 1950s. The new property, featuring interiors by Dimorestudio, will comprise 72 ultra-luxury penthouses – ranging from 85-360m2 and each with an outdoor terrace – as well as private members’ club The Cover, and a full-service spa; all managed by Sircle Collection and spanning over 11 floors. The wider development will include restaurant and bar concepts, retail units and parking facilities.

“We are absolutely thrilled to be expanding further into Europe, and at such a pivotal moment for Sircle Collection’s evolution,” says Sircle Collection founder, Liran Wizman. “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.”

Sircle Collection’s global expansion is set to continue through 2024 and beyond, with further hotel openings below:

The Cover, Vienna – Summer 2023

Located within the Max Brown 7th District, Sircle Collection’s private members’ club will focus on 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’s opening in Amsterdam meanwhile will be location with the city’s W Hotel. Members can enjoy free access to private social spaces, the Away Spa & Gym and a members-only workspace. Other benefits will be available at Michelin-starred restaurant The Duchess, as well as 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 with an eccentric design synonymous to Max Brown’s branding, the property will sit just a few steps away from Sircle Milan.

Max Brown, Athens – Winter 2023

As the first Max Brown site in the Mediterranean area, the Athens property 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, the hotel will be in the heart of Athens, within reach of attractions like Omonia Square.

Max Brown, Vienna – Winter 2023

Situated in Vienna’s 5th District, Margareten, Max Brown’s second outlet in Vienna will be designed by Sircle Collection’s in-house team. With neighbours like the historic Margaretenhof – built and obtained since 1884/1885 – and the famous Naschmarkt, it will offer 117 guestrooms, meeting and event spaces, a local art collection, as well as an all-day F&B concept on the ground floor.

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 become one of Prague’s newest lifestyle hotels. With 76 rooms, the property 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.