Ennismore has announced its entry into the Greek market through a partnership with investment firm Vivium. The agreement introduces Luura, a new hotel brand developed by Vivium, to the Morgans Originals portfolio.
Two boutique hotels are planned on the island of Paros, with Luura Cliff set to open in April 2026 on the island’s western coast, followed by Luura Sand in 2027 on the eastern coast.
Luura Cliff
Luura Cliff will feature 39 rooms and is being developed in collaboration with Elastic Architects and interior designers Lambs and Lions. The architectural concept draws from Cycladic design principles, aiming to foster both privacy and communal interaction. The hotel will include amenities such as a spa, fitness center, event spaces, a private chapel, and a bar with sunset views.
“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.” – Louis Abboud, Regional Head of IMEAT for Ennismore and Brand COO of Morgans Originals
Luura Sand
The second property, Luura Sand, will comprise more than 45 rooms and is expected to complement the offer on the opposite side of the island. Both hotels are designed to reflect local culture and will integrate curated artistic elements into the guest experience.
Food and beverage concepts will be curated by Ennismore’s F&B platform in collaboration with Rikas Group, a collaboration that has worked also in the past. While on this venture Ennismore will also collaborate with Paris Society and PSC Hospitality. In total, the two hotels will host four F&B venues with original concepts designed for the brand.
“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.” – Sophie Khoury, Head of Hospitality at Vivium.
With this expansion, Ennismore confirms the high interest that some countries of South Europe have, as it can be confirmed with the recent openings in Madrid and in Ibiza. The agreement also signals the expansion of the Morgans Originals brand into new Mediterranean destinations, with further Luura projects anticipated in the coming years.
