Posted in News on 5 November, 2023

The charming, city-living hotel brand will open its first property in Milan in January 2024.

Max Brown Hotels, announces the opening of their latest boutique hotel in the heart of Milan, marking its entry into the Italian market. Max Brown Hotels currently includes five properties beloved by guests across four European cities including Amsterdam, Vienna, Düsseldorf and Berlin. With the addition of Milan, Max Brown Hotels continues to grow under the boutique hospitality group, Sircle Collection, the creative hospitality brand propelling the group’s worldwide expansion.

Max Brown Missori, Milan, Italy. All photography by Steve Herud

Max Brown Missori will house 64 guest rooms ranging from tiny to extra large, designed to offer comfort and playful design at a great value. Amsterdam-based interior designer Saar Zafrir, in collaboration with Sircle Collection’s in-house design team, have refurbished and redesigned the property, infusing it with a vibrant 1970s-inspired design highlighting warm colors and vintage details. Much of the original furniture has been repurposed, adding to the property’s authentic character. Items not incorporated into the new design have been donated to local charitable organisations such as Casa della Speranza, emphasising the project’s commitment to sustainability and community support.

Liran Wizman, founder and owner of Sircle Collection, says “Max Brown Missori is where charm and cosiness come together, embodying the playful spirit of Max Brown Hotels. We’ve been eagerly looking forward to opening our first property in Italy and this marks a significant milestone to infuse our unique hospitality into this vibrant city.”

The new location in Milan aims to be a sociable, charming spot for travellers keen to experience city-living like a local. Max Brown Missori will boast high quality essentials, like a colorful SMEG tea kettle, playful interiors, such as an inroom basketball and hoop, a Crosley record player in every room, and sociable communal areas, playing to the brand’s core ethos of basic at its best.

Nestled in the bustling fashion and design hub of Milan, the hotel adds to the city’s iconic cultural tapestry whilst allowing travellers convenient access to the city’s iconic landmarks, diverse shopping districts, and thriving nightlife. With many rooms offering reviews of the iconic Milan landmark Garage delle Nazioni and just a short distance from the world-renowned Duomo cathedral, guests will be immersed in Milan’s rich heritage right on their doorstep.

Providing a space for guests to unwind and socialise, the hotel’s shared spaces are equally impressive; the public space on the ground floor is a lively communal area, offering the ideal spot for mingling, relaxing or working.

Max Brown Hotels prioritises sociability in laid-back settings across iconic European cities. Max Brown brings the concept of ‘city living’ to life through its buildings, décor and intrinsic connection to each locale. The hotels offer great value in a charming yet stylish setting; their motto ‘basic at its best’ is felt across all the travel essentials: terrific beds, perfect coffee and unbeatable locations. Max Brown Hotels began in 2014 with Max Brown Canal District in Amsterdam, located in a 300-year-old canal house. In 2015, they opened Max Brown Museum Square in Amsterdam’s centre, housed in historical townhouses. In 2016, Max Brown Midtown launched in Düsseldorf, and Max Brown Ku’damm in Berlin’s Charlottenburg district. Their largest hotel opened in Vienna’s vibrant 7th District in 2019, with plans for future properties in Vienna’s 5th District and Athens. Max Brown Hotels are created and managed by the award winning Amsterdam-based hotel development and management company Sircle Collection.

Sircle Collection is an independent group of creative hospitality brands focused on design-led, experience-driven services and products designed for the modern traveller. Founded in 2011 by the award-winning hospitality entrepreneur and developer Liran Wizman, the Amsterdam-based company has grown to include five hotel brands across 20 locations, including Sir Hotels, Sircle Hotels, Max Brown Hotels, Park Centraal Hotels, and Àterre — all set in some of Europe’s most inspiring cities and neighbourhoods. The portfolio extends to a membership club, The Cover, design concept store, X BANK Amsterdam, and three food & beverage outlets: Seven North, Vienna; The Rooftop at Sir Victor, Barcelona; and Bar Claes in Park Centraal Amsterdam.

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