Boutique hotel group Circle Collection recently launched their new lifestyle hotel brand; Circel Hotel. Sircle is driving the group’s global expansion, with the launch of its first UK property, Sircle London, opening in late autumn, and Sircle Milan opening in spring 2024. Sircle Hotels joins the Sircle portfolio collection along with Sir Hotels, Max Brown Hotels, Park Centraal Hotels, Àterre and the new concept of a private club Closing.

Founded in 2011, this Dutch company has grown to four hotel brands in 13 locations and a state-of-the-art private club. The Cover is a new space for entrepreneurs, innovators and culturally curious. This exclusive space supports four key areas of life, including health, wellness, community and work. Barcelona was The Cover’s first city, followed by Vienna in the bohemian 7th district, Amsterdam, London and Milan.

Myriel Walter, Director of Culture and Global Membership at the Circle Collection, tells us how The Cover Barcelona has been the pilot and, following its successful launch in 2021, Amsterdam, Vienna, London and Milan will follow.

1. Why does the Circle Collection create unique spaces (hotels, restaurants, private clubs, concept stores and spas)?

We carry in our DNA a passion for hospitality.

We believe in the importance of genuine service and we respect and care for each other, as well as the communities around us, and we always integrate our projects into the local context.

2. Why did you choose Barcelona?

When we opened Sir Victor’s in Barcelona, ​​we fell in love with the city. It has so much to offer in terms of quality of life and its rich cultural offerings captivated us from day one. So I’m at the top of the list for our first club The Cover.

3. What makes your private club different from others?

I believe that today’s lifestyle is ever-changing and much more flexible than in the past. New needs arise and we try to satisfy them. Most of us have a more holistic approach to health: it’s not just about the body, it’s also about the mind. Our goal is to connect with others and learn about the world around us from an open and curious perspective. We encourage our members to immerse themselves in changing environments and explore different fields, and we also offer practical spaces for more flexible work lives. So our concept is less status oriented and more tailored to those needs.

4. What are the most important areas in your user’s life?

We’ve identified 3 key areas of our members’ lives we’d like to contribute to: health, work life, and community.

5. How did Sircle reinvent the outdated social club concept?

I don’t think social clubs are out of date. People need to connect with other people, especially now that the world is constantly changing. And as we move from city to city and job to job, it’s getting harder for people to bond and form the lasting relationships that really matter to them. This is especially true in cities where people are looking for more opportunities to connect and belong.

6. What activities and spaces do you propose?

We have a rich and varied program related to three main areas. We provide body and mind classes in a very holistic approach, as well as cultural programs that range from book readings to music sessions, drink tastings, talks, as well as business-focused formats, such as workshops and coaching sessions.

7. What profile/target user do you have?

We are looking for creatives, thought leaders and innovators from all sectors who drive conversation and collaboration. We are looking for people who are culturally interested and open to new experiences.

8. Tell us about the facilities…

Our members have access to gyms and spas, exclusive work areas and social spaces with restaurants. They also have access to the Rooftop with pool and restaurant and the MR PORTER restaurant, where they get a discount for being a club member.

9. How is your gastronomic offer?

We have a club menu and a daily changing lunch menu that changes exclusively for our members, as well as a thoughtful drink menu.

Members also benefit from the MR PORTER and The Rooftop menus which specialize in raw foods.

10. How are your rates?

The normal membership fee is €150/month and €100/month for young people under 30 years of age. In addition, there is a registration fee.

11. What projects do you have in the short term??

The next club will open in Vienna this summer, followed by Amsterdam, London and Milan.