The hospitality brand that redefined boutique travel is coming to Paros. Here’s what to know about Luura, the new concept from Morgans Originals—and why it matters for the Cyclades.
A New Chapter in Cycladic Hospitality Begins with an Iconic Name
In the ever-evolving map of the Cyclades, Paros has quietly held its own. Less ostentatious than Mykonos, less overrun than Santorini, it’s long been the insider’s island—a place where design-minded travelers, low-key creatives, and sun-seekers in the know go to escape the obvious. But even Paros, with all its under-the-radar charm, can’t stay secret forever. And now, something very interesting is on the horizon.
The Morgans Originals collection—yes, that Morgans, the one credited with inventing the boutique hotel—is making its Greek debut. The legendary hospitality name is launching two new hotels on Paros under a fresh new concept called Luura, a brand developed by luxury investment firm Vivium in partnership with Ennismore, the hospitality group behind The Hoxton, 25hours, and other design-led favorites. It’s a major hospitality moment—and it’s coming ashore in April 2026.
Luura: A Boutique Brand With Serious Creative DNA
While Morgans Originals brings the pedigree, Luura is the brand to watch. Born from Vivium’s desire to create hotels shaped by curiosity, generosity, and local culture, Luura is positioning itself as a next-gen hospitality concept—small in scale, big on atmosphere.
The first property, Luura Cliff, will open in April 2026 on Paros’s west coast with just 39 rooms. Designed by Elastic Architects and Lambs and Lions (Berlin’s cult interior studio), the hotel takes inspiration from classic Cycladic architecture—but reimagined as a contemporary village constellation. Think minimalist white volumes, layered textures, and shared spaces that feel both intimate and intentional.
The second property, Luura Sand, is set to open in 2027 on the island’s eastern side, offering 45+ rooms, direct beach access, and a more expansive take on the brand’s philosophy—complete with wellness spaces, a private chapel, and event venues.
A Design-Forward Vision of Island Life
If you’re imagining another whitewashed Instagram trap, think again. Luura’s aesthetic leans toward tactile modernism—where handmade details, raw materials, and curated art collections speak louder than flashy décor. Each space is crafted with a sense of calm and warmth, but also purpose. This isn’t about luxury as excess—it’s about luxury as intention. That philosophy extends to the brand’s cultural programming. Both hotels will work with curators to embed contemporary art and storytelling into the fabric of the spaces. The goal? To create hotels that don’t just reflect their location—but are deeply informed by it.
F&B That Goes Beyond the Breakfast Buffet
True to Ennismore’s DNA, food and drink will be central to the Luura experience. Across the two properties, there will be four restaurants and bars, including a new concept designed specifically for Luura by PSC Hospitality, as well as collaborations with Paris Society and Rikas Hospitality Group—two names already known for their stylish, scene-setting venues in Europe.
A sunset cliff bar at Luura Cliff is already being talked about as the next great Aegean perch—part local hangout, part high-design cocktail spot, with views worthy of a postcard and music to match.
See also:
The Ultimate Guide to the Best Luxury Hotels in Greece: Where Opulence Meets Timeless Elegance
TheHotelTrotter.com is curated by greek journalist and fanatic hotel lover Eleni Stasinopoulou. With the eye of a fashion and lifestyle editor, Eleni hopes to inspire all connoisseurs of traveling, focusing on stylish hotel moments around the globe.
