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Greece: Lifestyle hospitality company Ennismore has signed a long-term partnership with single-family office Vivium to add Luura to Morgans Originals.
Luura will launch on the Greek island of Paros in April 2026 with a 39-key hotel located on the western side. A second boutique hotel with more than 45 keys will open on the eastern side of the island in 2027.
The first two destinations will each offer amenities such as a sunset cliff bar, a private chapel, spa and fitness facilities, direct beach access, and event spaces.
F&B concepts will include brands from the Rikas Hospitality Group and Paris Society, as well as an exclusive concept developed for Luura by the group’s consultancy studio PSC Hospitality.
For the debut property Luura Cliff, exteriors will be led by Elastic Architects with interiors from Lambs and Lions studio.
Louis Abboud, regional head of IMEAT for Ennismore and brand COO of Morgans Originals, said: “Our partnership with Vivium marks two significant milestones for Ennismore – our first hotel in Greece and the first outside the UK to join the Morgans Originals collection.
“When Morgans first opened its doors in 1984, it set the standard for lifestyle hospitality. Today, as a collection brand, Morgans Originals continues to stand for originality, unique design and iconic cultural stories.
“In Vivium, we have found a partner who shares our values and vision in creating unique and authentic hotels, and we are thrilled to be opening Luura Cliff next year, with several more to follow, welcoming more hotels to the Morgans Originals collection in iconic destinations,” he added.
Sophie Khoury, head of hospitality at Vivium, said: “With Luura, we’re committed to creating the next generation of iconic hotels, places where every element, from design to experience, is shaped by curiosity and crafted with intention. We believe true luxury unfolds as art, design, service, and culture come together to tell a meaningful story.
“Luura is our way of redefining what it means to travel well, inviting guests to explore and connect with destinations in a more personal, authentic way. We are delighted to be partnering with Ennismore to bring Luura to Morgans Originals, a unique collection of original and one-of-a-kind hotels.”
The opening of Luura will follow Balfour in Miami Beach, which is set to join Morgans Originals this year, along with the introduction of a collection hotel in Trojena, the mountain region of Neom, Saudi Arabia.
Highlights:
• Ennismore and Vivium will launch Luura, a new hotel brand under Morgans Originals, in Paros, Greece in April 2026.
• It marks Ennismore’s first Morgans Originals property outside the UK.
• Luura Cliff will feature 39 rooms, followed by a second hotel on the island with more than 45 rooms in 2027.
• Both hotels are set to offer curated F&B, sunset cliff bars, wellness spaces, and beach access.
