10 Years of Sircle Collection

Our story starts with one hotel in 2006 when we acquired Park Hotel Amsterdam. With its incredible location and numerous meeting and event spaces, it became the ideal place for travelers combining business and pleasure.

We started our company, then named Europe Hotels Private Collection, in Amsterdam. Our goal: to expand upon the success of Park Hotel Amsterdam and create unique hospitality experiences across Europe.

We introduced Amsterdam’s Sir Albert, the beginning of our first original brand, Sir Hotels. Sir creates one-of-a-kind hotel experiences in some of the most interesting neighborhoods in the world. We take all the local specialties, surprises, strangeness and secrets—and amplify it with our own personal take on modern luxury.

We unveiled Amsterdam’s Max Brown Canal District, the beginning of our second original brand, Max Brown Hotels. Max Brown is our easy-going complement to the design-driven Sir Hotels, and it’s all about the basics at their best: the best beds, coffee and locations.

Max Brown Museum Square, our second Max Brown in Amsterdam, joined the collection.

We opened our first property in Düsseldorf, Max Brown Midtown, our first Berlin property, Sir Savigny and our first design and fashion concept store, Amsterdam’s X BANK.

We celebrated the opening of Berlin’s Max Brown Ku’damm, our second Berlin hotel in the collection.

We unveiled the monumental, music-inspired Sir Adam within Amsterdam North's famous A’DAM Tower.

We unveiled our first property in Hamburg, the stunning Sir Nikolai.

We celebrated the opening of our first property in Ibiza, the five-star Sir Joan.

We acquired the historic Park Hotel Den Haag to expand the Park Hotel family.

We opened our biggest Max Brown yet: Vienna’s Max Brown 7th District. We also partnered with celebrated chef Eyal Shani to open, Seven North, an original Mediterranean-inspired restaurant concept, on the hotel’s ground floor.

We celebrated the opening of our first property in Barcelona, the monumental Sir Victor. Additionally, we opened an original food and beverage concept, The Rooftop at Sir Victor.

We rebranded Amsterdam’s Park Hotel to Park Centraal, with plans to rebrand the Den Haag property in 2021. The Park Centraal Hotels brand brings the rich history and heritage of each property to life and celebrates the Dutch work-life balance. We then opened Bar Claes in the hotel’s lobby—our third original food and beverage concept of the year.

We unveiled The Zero Space, an original spa and gym concept at Barcelona’s Sir Victor.

In 2021, we unveiled The Sircle, our new private members' club, and its first club location at our Barcelona hotel, Sir Victor. Members enjoy exclusive benefits at the hotel’s many outlets, including free access to The Zero Space Spa & Gym, special rates at The Rooftop and MR PORTER, members-only events and more. We aim to cultivate an inspired, connected circle of members with offerings that fall in the three key areas of life—business, wellbeing and community.