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A mecca for music and culture lovers.

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A grand home-base for your Vienna adventures.

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Set at the intersection of Amsterdam’s most iconic canals

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Chef Eyal Shani's carefree and fun-loving Mediterranean restaurant concept in Vienna.

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A cultural destination of its own.

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Above Barcelona.

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A rendezvous spot for the stylish.

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A cozy escape in the heart of Berlin’s literary quarter.

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Explore a charming and laidback area close to Berlin's main sights.

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Set minutes away from Amsterdam’s best museums.

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A timeless home on Hamburg's most beautiful canal.

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Welcome to The Cover Barcelona - A private members' club for the culturally curious.

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Welcome to The Cover Vienna — a private members’ club for the culturally curious.

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Düsseldorf has something for everyone, and that’s what makes it so great.

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Wild Mediterranean street food in Vienna’s first district.

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Coming Soon

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Welcome to The Cover — a private members’ club for the culturally curious

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A charming hotel in the heart of Milan.

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A private paradise overlooking Ibiza’s port and Old Town.

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Gracing the famous Royal Gardens, diverse Hofkwartier neighborhood and cobbled streets.

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Discover Dutch Art, Fashion and Design.

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Where purpose meets pleasure.

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One-of-a-kind hotel experiences in some of the most interesting places in the world.

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At Max Brown we bring the joy of cosy travel to as many people as possible.

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Classic and modern design details combine to make an elegant experience.

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Welcome to The Cover — a private members’ club for the culturally curious.

With our shared passion for hospitality, our team creates one-of-a-kind hotels, restaurants, stores and spas in Europe's most inspiring neighborhoods.

Who We Are

  • 20 hotels

  • 26 restaurants & bars

  • 2 special projects

  • 4 asset management properties

Our Values

  • We provide heartfelt service

    We believe in the importance of hospitality, and we respect and nurture each other as well as the communities around us.

  • Creativity is our back bone

    Each member of our company is creative and we use that to create one-of-a-kind experiences as well as solve problems.

  • We are ambitious

    We are always looking for the new, next and different, and we believe in growing ourselves both personally and professionally.

  • We are surprising

    We embrace and create the unexpected, and never settle for the ordinary to excite our guests and team in the moments that matter.

Get to Know Us

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Liran Wizman

Founder & Owner

Award-winning hotelier Liran Wizman, founder and owner of Sircle Collection, is a long time real estate and hospitality entrepreneur specializing in rebranding and redeveloping venues all over Europe.

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Bram van der Hoek

CEO

As the CEO of Sircle Collection, Bram leads the VPs at HQ in Amsterdam and works closely with the international teams.

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Our Leadership

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    VP, Finance, IT & Systems

    Mariette has over 15 years of experience in hospitality finance and worked with NH Hotels and GCH Hotel Group before joining Sircle Collection.

    FUN FACT: She has two Siamese cats who love attending Zoom meetings

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    VP, Brand, Marketing & Communications

    Before joining Sircle Collection in January 2017, Laura oversaw the branding and marketing for The Standard Hotels and André Balazs Properties for five collective years. Prior to that, she oversaw marketing at the leading American fashion brands J. Crew and Madewell.

    FUN FACT: She created an app about healing crystals.

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    VP, Sales & Revenue

    Patty has been with the company since 2010. Prior to working at Sircle Collection, she oversaw revenue at NH Hotels and Bilderberg. Now she oversees Revenue, Sales and the Booking Office in addition to conducting feasbility studies for future projects.

    Fun fact: She will get up at 6 in the morning to watch Formula One.

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    Director of Learning & Development

    Hye Jin joined Sircle Collection in 2007 after working in human resources for several companies. In her role with Sircle Collection, she focuses on the learning and development growth of our many employees across all areas.

    FUN FACT: She can bake stunning and very elaborate cakes.

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    Group Director, Food & Beverage

    Before joining Sircle Collection in 2018, Joris was responsible for conceptualizing, operating and the scaling of various multi-property restaurant and bar concepts. At Sircle Collection, he is responsible for all F&B related matters and the implementation of new F&B concepts throughout new and existing hotels in the Sircle Collection portfolio.

    Fun fact: Joris can rap the entire 15 minutes of Sugar Hill Gang's "Rappers Delight".

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    Group Director, Digital Media & CRM

    Dado is a digital media expert with over 15 years of experience within the hospitality industry, specialized in SEO, e-commerce optimization, CRM and much more. Tasked with growing numerous brands’ profiles internationally, he continually strives to widen Sircle Collection's footprint through innovative digital strategy.

    Fun fact: Before his life in digital, Dado played handball professionally for 10 years.

  • Brian Metekohy
    Group Director Technology & Business Solutions

    Brian has over 23 years of work experience in IT, spanning across various business industries. He has primarily focused on optimizing Digital Transformation initiatives with a strong emphasis on organizational alignment.

    Fun fact: Brian holding a black belt in Karate, and is teaching himself to play the piano

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    Group Director, Revenue

    Sjoerd joined Sircle Collection in 2016 as Regional Director of Revenue in The Netherlands. Before joining Sircle Collection, he worked as a revenue manager, sales manager and hotel manager.

    Fun fact: Sjoerd's most favorite TV program is "2 voor 12" every Friday.

  • Annette
    Group Director, Sales

    Annette is a sales professional with over 20 years of experience and a deep understanding of the wide range and full scope of commerciality. She oversees our Sales and Booking Office departments.

    Fun fact: she has little patience for computer problems.

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    Regional Operations Director, The Netherlands

    Rick joined Sircle Collection in 2017 and has since taken on various leadership roles at Sir Adam, Park Centraal Amsterdam and Sir Albert. In his current position as Regional Operations Director of The Netherlands, he manages and provides daily direction to the Hotel Managers in this region. Before joining Sircle Collection, Rick worked for seven years at Starwood Hotels & Resorts and at the Marriott in multiple high-end properties including Paris and Barcelona.

    Fun fact: In his spare time, Rick imports Spanish wines as well.

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    Global Director, Culture & Memberships

    Before joining Sircle Collection, Myriel ran the membership department at Soho House Berlin. She has many years of experience in hospitality and PR.

    Fun fact: Myriel's happy place is on a surfboard catching waves.

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    Director of Food & Beverage

    Before joining Sircle Collection in January 2022, Gilles was responsible for overseeing new hotel openings, as well as shaping the operational guest experience for a multi-property European hotel company. At Sircle Collection, Gilles will oversee the overall F&B performance and help shape the future strategy of our creative and multi-faceted F&B outlets.

    Fun fact: Gilles has a few tricks up his sleeve. He can juggle & enjoy a drink at the same time.

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    Regional Operations Director for Germany & Austria

    Ingmar was appointed as Regional Operations Director for Sircle Collection in 2022 . He brings to this exciting position a background in hospitality, including running his own hotel for many years. In this new role, Ingmar will manage and provide day-to-day direction to the Hotel Managers across the German and Austrian regions (currently 6hotels). He will also help the team achieve its goals, ensure gross operating profits are met, and uphold guest and employee satisfaction.

    He will also provide strategic leadership to ensure the operation of the hotels are effective and efficient, while also improving on the current model to assure that all properties thrive. He will also be working closely with the rest of the regional leadership team to align on overall objectives.

    Ingmar currently lives in Berlin since April 2022.

    Fun fact: Ingmar used to be a Dutch ballroom dancing champion – he was a few kilos lighter and a bit younger – but he still has great moves.

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    Group Director of Strategy & Communications

    Paulina is the Strategy & Communications Director for all Sircle Collection brands. Paulina brings to this exciting role a background in communications and consulting, where she developed her passion for creative thinking, business development, and personal growth. Before joining Sircle Collection in 2019, Paulina worked at Soho House in Berlin as a membership manager, where she developed her passion for hospitality. In her spare time, Paulina works as a Systemic Management Coach.

    Fun fact: Paulina's closet reminds her friends of a theatre's costume department and is the go-to place before a night out.

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    Development and Acquisition Director

    Before joining Sircle Collection, Christos worked in investment banking where he successfully oversaw vital mergers, acquisitions, divestments, restructuring, IPOS, and capital raisings.

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    Chief of Staff

    Before joining Sircle Collection in February 2019, Charlotte was in New York overseeing marketing and project management for Standard International. She now works with the executive team of Sircle Collection as a strategic partner and oversees key projects within the company.

    Fun fact: She speaks Hungarian, Dutch and English.

  • Nicolette
    Head of Retail & Styling

    Nicolette joined Sircle Collection in 2015. She oversees all of the styling and retail projects for our hotel brands as well as X BANK, our high-end concept store located in Amsterdam.

    Fun fact: Nicolette's beloved tagline is chic by accident

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    Cluster Manager, Sir Hotels Spain

    At 18, Jordi decided to start his studies in cooking, since it was one of his passions. He studied at the hospitality school while also working in a kitchen, but after a year, he saw that what he liked was to connect with the people who came to visit his city of Barcelona. In 1992, Barcelona did the best marketing campaign in the world the Olympics, which made him decide to study tourism. After living in London and France for a year, he started working in hotels in the city and joined Sir Hotels in 2018.

    Fun fact: He is a passionate member of Futbol Club Barcelona.

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    Hotel Manager, Park Hotel Den Haag

    Olaf has been in the hospitality industry since 2000 and has worked in various areas, such as sales, revenue, food & beverage and more, until becoming an experienced and dedicated General Manager. He has worked for Golden Tulip, NH Hotels and HTC Advies before joining Sircle Collection.

    Fun fact: As one of the four boys in his family, Olaf is the one who has had the most injuries because he took more risks and wasn't afraid to try things out.

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    Hotel Manager, Max Brown Midtown

    Malteser (aka Malti) was raised in a restaurant family and has hospitality in his blood. His career began as a hotel industry specialist at the luxury brand Sofitel. After he successfully completed this step, he joined the boutique hotel Radisson Blu Media Harbour, Düsseldorf as Front Office Agent. With respective ambition, effort and full commitment, he worked all the way up and became the Director of Operations at the property. After 10 years, he decided to explore the young lifestyle brand 25hours Hotel in Düsseldorf where he managed the front office team. With over 15 years of experience, he took his next step in his career and joined Sircle Collection as the Hotel Manager of Düsseldorf's Max Brown Midtown.

    Fun fact: Besides school, Malti used to be a professional online gamer and received his first sponsorship contracts when he was 16 years old.

  • Sebastian Naumann
    Hotel Manager, Max Brown 7th District

    Sebastian's interest in hospitality began in early childhood after visiting boutique hotel properties with his family. Since then, his 30+ year career in the industry has spanned different roles including Director of Quality and Security at The Ritz-Carlton, Vienna, Executive Assistant Manager at Marriott International in 2021, and later returning to Vienna in 2023 to work with Sircle Collection, aligning with his deep connection to the city and career roots.

    Fun fact: In 2019, he took a three-month sabbatical and fell in love with scuba diving. Since then, it has become his greatest passion outside of hospitality.

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    Hotel Manager, Sir Adam

    In the past 7 years, Robbert has worked for multiple Starwood and Marriott Int. properties, located in Amsterdam, Rotterdam, and s-Hertogenbosch (Den Bosch). He's overseen multiple pre-openings and has assisted and advised leadership teams with launching and managing new properties in key destinations.

    Fun fact: Robbert is a devoted vinyl collector and even though he has a record player at home, all his vinyls stay untouched for archiving purposes.

  • Jens Frose
    Hotel Manager, Sir Nikolai

    Jens joins us from the island of Fehmarn in the Baltic Sea. After a successful career in restaurants as a lead chef, he moved to Hamburg where he studied Hotel Management. Upon graduation, Jens joined the Sir Nikolai team as Operations Manager and oversees the growth and development of its teams.

    Fun fact: Jens spent his honeymoon in Las Vegas and won a poker tournament on the last day that nearly covered the costs of the entire holiday.

  • Hannes
    Hotel Manager, Max Brown 5th District

    Hannes is the Hotel Manager of our second Vienna property Max Brown 5th District. He grew up on a small Bavarian farm, discovering his talent for hosting and love for hospitality at a young age. After training at a 5-star resort in Dresden, he settled in Vienna, managing the Front Office of a boutique resort, and later joining The Holiday Inn team as Hotel Manager. With over 20 years of experience, he returned to his boutique hospitality roots as the Hotel Manager for Sircle Collection.

    Fun fact: Hannes can be found touring music festivals like “Wacken” or “Novarock” celebrating his passion for Heavy Metal and Hard Rock music.

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    Cluster General Manager Milan, Max Brown Missori

    Growing up in Italy, Andrea developed a passion for luxury hospitality while working alongside his father, arranging floral decorations for prestigious hotels. After graduating from Collegio Arcivescovile De Filippi in 1999, Andrea traveled the world, opening premier hotels in Milan, London, Bali, and Istanbul for Armani, Bulgari, Ferragamo, and the Ritz Carlton. His curiosity for culinary experiences and technology, along with his drive for innovation in hospitality, continuously inspire him.

    Fun fact: Outside of work, Andrea loves spending time with his family. He also enjoys scuba diving and kite surfing.

Our Press Mentions & Awards

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Our Journey

Scroll to see the timeline of our growth from one hotel in Amsterdam to our diverse collection of projects.

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    Though expanding and changing over the years, this property has served as a hotel since the early 1900s.
    2006
    June

    Park Hotel Amsterdam

    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.

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    2011
    November

    Sircle Collection Launches

    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.

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    The building of Sir Albert is a former diamond-cutting factory.
    2013
    May

    Sir Albert

    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.

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    This hotel is set right where two of Amsterdam’s most famous canals intersect.
    2014
    November

    Max Brown Canal District

    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.

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    The hotel is steps away from the world-famous Rijksmuseum and Van Gogh Museum.
    2016
    February

    Max Brown Museum Square

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

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    2016
    October

    This month, we opened three remarkable properties

    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.

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  • Max Brown Hotel Midtown Düsseldorf  - Large Room 4
    2016
    October

    Max Brown Midtown

    In 2016, we celebrated the opening of Max Brown Midtown in a prime location at the heart of Dusseldorf's Japanese Quarter.

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    2016
    October

    Sir Savigny

    We unveiled our first Berlin property named Sir Savigny in the center of Berlin's Literary Quarter.

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    Benedict, an ever-popular 24/7 breakfast restaurant, is located on the hotel's ground floor.
    2016
    December

    Max Brown Ku'damm

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

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    The A'DAM Tower is a creative community. Sir Adam shares the building with Sony Music, MassiveMusic and more.
    2017
    February

    Sir Adam

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

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    The hotel has its own spa that is level with the beautiful Nikolaifleet canal.
    2017
    March

    Sir Nikolai

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

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    The interior design reflects elements of the surrounding maritime culture.
    2017
    June

    Sir Joan

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

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    2017
    November

    Park Hotel Den Haag

    Following the rebrand of Park Hotel Amsterdam to Park Centraal Amsterdam, we rebranded Park Hotel Den Haag to Park Centraal Den Haag in 2020.

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    2019
    May

    Max Brown 7th District & Seven North

    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.

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  • sir-victor-brand-photography-7.jpg
    Sir Victor is named after Victor Català, the revolutionary female Catalan writer.
    2019
    June

    Sir Victor

    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.

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  • ParkCentraalAmsterdam_03_WalkLobby_Website.jpg
    2019
    September

    Park Centraal Amsterdam

    We rebranded Amsterdam’s Park Hotel to Park Centraal. 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.

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  • the-rooftop-at-sir-victor-5.original.jpg
    2021
    June

    The Cover

    In 2021, we unveiled The Cover, 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 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.