Amsterdam-based hotel group, Europe Hotels Private Collection (EHPC), has announced a new name, Sircle Collection, and brand identity ahead of future growth.

Founded in 2011, timed with the opening of the portfolio’s first boutique property in Amsterdam, the newly rebranded collection encompasses three distinct hotel brands with 13 outposts in eight of Europe’s most vibrant cities, as well as retail and F&B spaces – all united by a love for design and lifestyle.

Sircle Collection is the brainchild of the award-winning, Amsterdam-based entrepreneur Liran Wizman and includes the lifestyle-driven Sir Hotels; Max Brown Hotels; and Park Centraal Hotels.

With projects currently located in Austria, Germany, Italy, Spain and The Netherlands, the company owns, leases, operates, manages, develops and designs hospitality and retail spaces, including X BANK Amsterdam, the asset management for W Amsterdam and the development of the future Milan EDITION.

Through a new name, website, logo and an advanced guest portal, the rebrand aims to reflect the evolution of what was once an emerging company with a single property in 2011 to a major player in hospitality.

Designed by the award-winning, London-based Studio Frith, Sircle Collection’s brand identity incorporates a new logo, clean and simple illustrations and a vibrant colour palette reflective of the company’s core values: contemporary, creative and locally-conscious.

The portfolio will also launch a new online platform as part of its rebrand, which will enable guests to access all of their bookings across the entire Sircle Collection and input their own preferences seamlessly in advance of their stay.

“We are thrilled to announce our new name, Sircle Collection, which marks fresh beginnings for an exciting year and decade ahead," comments Liran Wizman, Founder of Sircle Collection.

"Our hotels and other projects are constantly evolving and the umbrella company needed a facelift, which we hope is now in keeping with that mindset and my personal drive to explore new, exciting ideas."

Following six hotel openings over the past three years – Sir Joan, Ibiza; Sir Nikolai, Hamburg; Sir Adam, Amsterdam Noord; Sir Victor, Barcelona; Max Brown 7th District, Vienna; and Park Centraal Amsterdam – three restaurant launches and a new spa concept, Sircle Collection will expand to The Hague late 2020 with a new Park Centraal outpost and to Berlin early 2021 with the seventh of the Sir Hotels family.

The latter will feature a variety of pockets under one roof, including a substantial outdoor wellness space. With an ambition to open in all key cities in Europe, the company has also set its eyes on Lisbon and will soon expand its Amsterdam HQ.

Bram van der Hoek, CEO & Partner, Sircle Collection adds: “We look forward to welcoming a new arrival to the Sir Hotels collection in Berlin, which is going to be our most ambitious project to date, in addition to Park Centraal The Hague. As we prepare for growth, preserving our core values, culture and making a positive impact on the local economies in each location will be a key priority for us and the Sircle team.”

Pictured: The Lobby at Sir Victor, the latest opening by Sir Hotels in Barcelona/ Image Credit – Amit