Luura, a new family-owned hospitality brand, will debut its inaugural hotel, Luura Cliff, in May 2026 as the first of several in a Mediterranean pipeline.
Situated on the island of Paros, the hotel represents a bold new chapter in contemporary Greek hospitality and the beginning of an ambitious Mediterranean expansion that will include additional properties in Paros, Athens, and beyond.
Luura will join Morgans Originals, a celebrated collection of one-of-a-kind, independent hotels managed by Ennismore, known for their iconic cultural stories. The opening of Luura Cliff will also mark Ennismore’s debut in Greece, bringing the group’s distinctive approach to lifestyle hospitality to the Aegean.
A Family Vision for Modern Hospitality
Founded by Vivium, the family office of businessman and entrepreneur Elie Khouri, Luura is a multigenerational vision rooted in family values. Each property will be designed to reflect its destination, inviting guests to explore, connect, and experience a sense of place.
“Luura is our way of redefining what it means to travel well, with the ambition to craft the next generation of iconic destinations. Spaces with presence, rooted in culture, defined by authenticity, and designed to leave guests inspired,” says Sophie Khoury, Founder of Luura and Head of Hospitality at Vivium. She adds, “At our properties, every detail carries weight, and guided by curiosity, we connect travellers to experiences both within our spaces and beyond them.”
Design, Art, and Experience
Luura Cliff’s design, by Elastic Architects and interiors by Lambs and Lions studio, will draw on the timeless purity of Cycladic architecture, featuring a village-like constellation of iconic whitewashed buildings. The adults-only, all-suite seafront property will offer spacious accommodation featuring extensive outdoor space and private pools, alongside a private chapel, two restaurants, an extensive wellness area and an event space for weddings and exclusive buyouts.
The Khoury family will integrate their appreciation for art and craftsmanship into every element of the guest experience. Working closely with leading global artists and emerging local talent, they will build a curatorial narrative at each property that's deeply embedded in local culture and history, complemented by pieces from the family’s personal collection.
Highlights will include works from celebrated Italian contemporary artist Francesco Clemente, figurative French artist Claire Tabouret and sculptor Judith Hopf. Luura’s retail space will also showcase exclusive collaborations with international and local brands, alongside collectible items and limited edition ceramics from local artisans such as Maria Economides.
Award-winning Culinary Concepts
Luura Paros Cliff will unveil a distinctive culinary landscape shaped by two award-winning destinations. Mimi Kakushi - honoured among The World’s 50 Best Bars 2025 and MENA’s 50 Best Restaurants - captures the avant-garde spirit of 1920s Osaka, blending Japanese artistry with Western flair. La Cantine du Faubourg, the Parisian icon where cuisine meets culture, extends its world of food, light, sound, and art to the shores of Paros with a refined yet relaxed all-day experience.
For future openings, Luura is developing a bespoke culinary concept which will debut in Paros’ second property, Luura Sands. The concept will serve to further celebrate Mediterranean culinary heritage, drawing inspiration directly from the family's roots.
Immersive Local Experiences
The hotel will provide guests with insider access to Paros’ rich culture and traditions. Experiences include marble-carving workshops, private caper-picking on local farms with field-to-fork feasts, boat and fishing tours to remote islets, and adventure activities such as diving, windsurfing, and trail running across the island’s dramatic landscapes. As the brand grows, each property will curate its own series of bespoke experiences including curated art tours, designed to build genuine connections with the destination.
Wellness Rooted in the Mediterranean
Luura's wellness philosophy will reflect the Mediterranean way of living, bringing presence and appreciation to each moment and will be woven into every aspect of the guest experience. Wellness services, ranging from treatments to movement modalities for individuals to small groups, will be offered across the resort and extend to off property practices that offer a connection to the traditions of the land, with services curated and connected to each property location. Luura Cliff will highlight the island’s historic ties to healing and spirituality, supporting a sense of restoration and deeper connection.
The Luura pipeline
Following Luura Cliff, the brand will expand with Luura Sands, a 45-key family-friendly property on Paros’ New Golden Beach in 2028, and Luura Athens, a 64-key hotel in the vibrant Koukaki district offering sweeping views of the Acropolis, with further openings to be announced soon.
