ACE Hotels return to Europa

Design-led brand Ace Hotel is returning to Europe this summer with a property in Athens, following the group’s departure from London’s Shoreditch in 2020.

The former Ace Hotel London on Shoreditch High Street closed in early 2020 shortly after the onset of Covid-19, and reopened as One Hundred Shoreditch under the Lore Group in 2022.

The 120-room Ace Hotel & Swim Club Athens will open in the Greek capital’s Glyfada neighbourhood along the Athens Riviera, developed in partnership with Brook Lane Capital.

The group’s resort-style Swim Club brand is set to be a focus for the Ace group over the next few years, with more properties on the horizon following its popular Swim Club property in Palm Springs, which opened in 2009 and will be undergoing a renovation later this year.

The group is also expanding its presence in Asia Pacific, with plans to open its second property in Japan in 2027, located in Fukuoka, following the opening of its Kyoto hotel in 2020.

Ace was founded in 1999 and its portfolio currently includes properties in New York’s Manhattan, Brooklyn (pictured), New Orleans, Palm Springs, TorontoSydney, Seattle and Portland. Atelier Ace is the in-house creative studio which develops and operates Ace Hotels, along with Maison de la Luz.



Brad Wilson, partner and CEO at Ace Hotel Group / Atelier Ace, commented:

“We have been actively looking for new locations for the Ace Hotel & Swim Club brand extension, inspired by the deep connection our guest has to our beloved Swim Club property in Palm Springs. Athens proved to be the ideal site — the Athens Riviera has proximity to a metropolitan center rich in culture, art and history, while also offering coastal adjacency and a retreat from city life.

“The Riviera is undergoing a renaissance, and is becoming a destination that travellers seek out, distinct from a trip to the Greek islands or a city visit to downtown Athens. We look forward to bringing Ace’s point of view to the area while complementing the local culture, and as with all our projects, creating a home for travelers and the local community alike.”

Source: Business Traveller

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Picture of Tijn Kramer