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EMBLEMS COLLECTION, ACCOR'S NEW LUXURY BRAND, UNVEILS ITS FIRST PROPERTY IN THE UNITED KINGDOM AND A GLOBAL PORTFOLIO OF LANDMARKS HOTELS
Emblems Collection, a new global portfolio of luxury hotels from Accor, launches its debut and flagship property, Lucknam Park Hotel & Spa, Emblems Collection, a cherished retreat in the Wiltshire countryside, within the British Cotswolds and announces six additional openings over the next two years, all celebrating character and timeless elegance. . |
Category: Europe - United Kingdom - Industry economy
- New brands / Affiliations
This is a press release selected by our editorial committee and published online for free on Thursday 13 November 2025
 Photo credit © Accor When luxury embraces intimacy
Each hotel in the Emblems Collection celebrates unique, character-rich properties that reflect the soul of their destination, from grand heritage mansions to contemporary architectural icons and serene nature retreats.
Championing a philosophy of quiet luxury, Emblems Collection is made for the culturally curious and offers guests intimate, exclusive stays that blend thoughtful design, exceptionalcraftsmanship, and authentic ties to local heritage and landscape in the world's most captivating and distinctive places.
Located in handpicked locations and in prime destination or amidst striking natural landscapes, these properties combine a distinctively charismatic allure with an elevated sense of intimacy and residential flair. Embracing individuality, it celebrates properties where the sense of place is central, service becomes an art, and every detail tells a story whilst aligning with the brand's philosophy –'It'sthe Soul that makes Emblems'.
Maud Bailly, CEO Sofitel Legend, Sofitel,MGalleryand Emblems Collection, said:“Emblems Collection is built around the essence of understated, quiet luxury - where true elegance lies in a timeless sense of exclusivity and intimacy. We carefully select iconic properties and destinations that allow our guests to reconnect with themselves, far from the noise of everyday life. In a fast-paced world, we value privacy and tranquillity, offering sanctuaries where luxuryisn'tloud, but deeply felt. Each Emblems Collection hotel embodies authenticity, grace, and soul - becauseit'snot just beauty that defines a place;it'sthe soul that makes it unforgettable.It'sthe soul that makes Emblems.”
The soul behind Emblems
At the heart of Emblems Collection lies a distinctive art of living, a contemporary expression of luxury, defined by thesoul of the destinationand thesoul of service, which together create its unique language and signature. Each Emblems Collection property tells the story of its destination through thoughtful details and sensory experiences.
At every Emblems Collection hotel, a singleEmblematic Ingredientishonored- a locally inspired essence chosen for its cultural resonance, its bond with the land, and its harmony with the planet. This ingredient becomes a golden thread, weaving through the guest experience: from immersive workshops and artisanal amenities to curated menus that pay homage to regional traditions.
In each destination, it tells a story of taste and place - authentic, sustainable, and deeply rooted. From the crisp Wiltshire apple of England to the sun-drenched fig of Apulia, these ingredients reimagine culinary artistry with a refined sense of belonging.
TheEmblematic Ingredientalso finds sweet expression in the brand's signatureTravel Cake, crafted in collaboration with acclaimed Korean Chef YunEunyoung.
Each creation is a journey in itself - seven timeless recipes, from Chestnut and Earl Grey to Marble and Matcha plus a unique recipe for each property, crafted around its emblematic ingredient - inviting guests to linger over delicate slices of tradition and artistry, whether savoured at breakfast or alongside an elegant, revisited Afternoon Tea.
Within every Emblems property, literature finds a home of its own - a quiet sanctuary of words and wonder.Emblems Editions,a treasured literary collection, gathers novels, poems, essays, and letters excerpts from voices both timeless and new - each volume inspired by the soul of its setting. Thoughtfully composed to enrich the spirit, these works invite every guest to linger a little longer, to read, reflect, and weave themselves into the story of the place.
At Emblems, the guardian of the soul of service isThe Master of the House. From arrival to departure,this unique characteroffers an experience defined by grace and distinction, with every detail and gesture reflecting the elegance, intimacy, and spirit that define the Emblems Collection.
Personifying the art of bespoke hospitality, the Master of the House delivers attentive and intuitive service before, during, and after each stay. A refined storyteller and gracious host,the Master of the Housebrings the property's unique character to life with authenticity, discretion, and a profound sense of personal connection.
A Living Legacy:LucknamPark Joins Emblems Collection
Over 900 years of history lie within these tranquil walls, which have seen a humble farmstead evolve into a grand estate shaped by generations of dreamers.LucknamPark now becomes the first hotel to join the Emblems Collection andembodies the brandphilosophy of elevated intimacy, rooted in heritage withanunderstated yet signature presence.
Set within 500 acres of rolling countryside, only six miles from Bath,LucknamPark Hotel & Spa, Emblems Collection,combines stately grandeur with moderncomfort. Theestate features two restaurants, one Michelin-starred offering from Head Chef Hywel Jones and the Walled Garden Restaurant, an award-winning wellness spa, an equestrian centre, and beautifully preservinggardens. It offers an authentic taste of English country house living at its finest.
The 42 individually designed rooms and suites, and nine luxurious cottages, make it a sought-after escape for discerning travellers. The move to join Emblems has introduced a refreshed phase of subtle enhancements, carefully preserved the estate's historic soul whileinfusingit with a thread of superior hospitality and service, characteristic of the collection.
Expanding Across Continents: From Europe to Canada
Following the successful first opening, four properties are set to launch in 2026.
Emblems Collection will expand its portfolio in 2026 with the debut ofRimrock Banff, Emblems Collection,in the majestic Canadian Rockies, following a full renovation. As the brand's first North American property, Rimrock Banff is set to redefine mountain luxury - offering a discreet and refined sanctuary where culture, wellness, and adventure converge. From its serene connection to the region's natural hot springs to experiences that celebrate Banff's alpine spirit and breathtaking vistas, the retreatwill inviteguests to discover a sense of place both elevated and elemental.
Secondly,MasseriaFurnirussi, Emblems Collectionin the heart of Puglia,set within the largest fig orchard in Europe,will embracethe art of pure, unhurriedlivingand offer an authentic celebration of Mediterraneancraftsmanshipand lifestyle. TheMasseriareimagines traditional Salento architecture in local white stone, surrounded by a garden of fruit trees, herbs, and native botanicals, alongside a lagoon pool and a spa. The hotel will provide around 60 suites, featuring private pools and terraces.
With a rich history steeped in centuries of art and architecture featuring original 19thcentury frescoesandlocatedjust steps fromthefamed Piazza del Campo in Siena,PalazzoSozziniMalavolti, Emblems Collection,will join the collection later in 2026. It willoffer38 rooms, among which 27 suites, each blending modern comfort with Tuscany's timelesscraftsmanship, along with a serene spalocatedwithin the building's converted WWII-era basement. PalazzoSozziniMalavoltiis one of legacy, a noble palazzo from the 15thand monument in the heart of Siena, whose uncovered stories of the pastwillshape its legacy for tomorrow.
Near Perugia, the former Benedictine ConventRelais San Clemente, Emblems Collection-whose first stones were laid in the 11th century- willbe reborn asa 51-key estate, accompanied by nine private villas, in an atmosphere attuned to the region's spiritual and natural rhythms. Set within a5-hectare park of ancient trees, it is a sanctuary where silence, timeless design, and sacred heritage entwine, inviting a profound sense of harmony and reflection.
These three Italian residences will be enhanced byThePurist Retreat & Spa, a holistic and sustainable wellness concept that embodies a promise of deep reconnection — to nature, and to oneself.
In 2027,ElatosResort, Emblems Collection,a luxurious eco wellness mountain retreat in Greece, is also set to launch as an enchanting year-round destination in a lesser-explored region of the ever-popular country. Nestled deep within theforest ofMount Parnassus, only two hours from Athens and on the gateway to the ancient site of Delphi,ElatosResort is ideal for skiers,hikersand those in search of tranquillity and authentic wellness. It will feature 42 spacious private chalets, each with a private sauna as well as 15 rooms, all offering an elevated mountain escape shaped by the seasons, thelandand the joy of togetherness.
Emblems Collection will also introduceBellevue Hotel Cortinad'Ampezzo, Emblems Collection, a captivating alpine hotspot in the Dolomites in Italy, taking wellness,diningand entertainment to new heights. The hotel will feature 80 luxurious rooms, including 27 suites with sweeping mountain views, and a 500-sqm spa with indoor and outdoor pools offering restorative rituals and treatments tailored to the modern alpinist.
With seven flagships hotels already signed and announced across Europe and the Americas, and over 15additionalproperties in advanced discussions across all continents, Emblems Collection is on track to encompass up to 60 remarkable addresses worldwide over the next decade.
About Emblems Collection
Emblems Collection is a curated portfolio of exceptional luxury hotels and resorts worldwide. From iconic heritage mansions to serene nature retreats and striking architectural signatures, each property embodies culture, creativity, andcraftsmanship. With a refined sense of place and understated elegance, Emblems offers exclusive experiences for discerning travellers. Found in prime city locations or breathtaking natural settings, these hotels blend intimate, residential charm with world-class hospitality.LucknamPark Hotel & Spa, part ofEmblems Collection, became the first Emblems property to debut in Europe in 2025, with the brand aiming to reach60 properties worldwide by 2032.Emblems Collection is part of Accor, a world-leading hospitality group with 5,700 hotels in over 110 countries and a participating brand in ALL Accor, a loyalty program and booking platform providing access to a wide variety of rewards,servicesandexperiences.
 Photo credit © Accor
 Photo credit © Accor
 Photo credit © Accor
 Photo credit © Accor
 Photo credit © Accor
 Photo credit © Accor
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