Inspired by culture and craftsmanship, the opening marks a new era for considered, Mediterranean hospitality
Luura, a new Mediterranean hospitality brand, opened its inaugural hotel on the island of Paros on Saturday 1st August 2026. The adults-only (12+ years) seafront property features 39 spacious suites with extensive outdoor space, including 19 with private pools, alongside a private chapel, two restaurants, an extensive wellness area and an event space for weddings and exclusive buyouts. Rooted in culture, craftsmanship, and a strong sense of place, Luura reflects a multigenerational curation. Each Luura property will respond to its surroundings, with its debut in Paros reflecting the island’s layered culture, artistic legacy and contemporary rhythm. Representing a bold new chapter in contemporary Greek hospitality and the beginning of the brand’s Mediterranean expansion, future properties are planned for Paros, Athens and beyond. Luura joins Morgans Originals, Ennismore’s collection of one-of-a-kind independent hotels, marking the group’s launch in Greece.
Design, Art, and Experience
With architecture by Elastic Architects and interiors by Lambs and Lions studio, Luura draws on the timeless purity of Cycladic architecture, with iconic whitewashed buildings arranged as a village-like constellation across the landscape.
The Khoury family have integrated their appreciation for art and craftsmanship into every element of the guest experience. Working closely with an independent advisor, the curatorial narrative of the property is inspired by a dialogue between international and local artistic practices, reflecting both the heritage and evolving cultural identity of Paros. The vision is rooted in the Khoury family’s longstanding engagement with the art world and commitment to creating meaningful cultural experiences. Highlights include works from celebrated Italian contemporary artist Francesco Clemente, figurative French artist Claire Tabouret and sculptor Judith Hopf, painter Chantal Joffe, Matthew Darbyshire, and Tschabalala Self, alongside Greek and regional artists such as Sofia Mitsola, Kostas Paniaras, and Vasilis Papageorgiou. Blending works from the Khoury family collection with site-responsive commissions, each piece is positioned not only within the architecture of the hotel, but within a broader narrative connecting mythology, materiality, and the evolving identity of the island.
Among the featured works from the Khoury family collection is Tschabalala Self’s Leda (2015), a large-scale reimagining of the myth of Leda and Zeus. Luura’s retail space will further showcase exclusive collaborations with international and local brands, alongside collectible items and limited-edition ceramics from artisans such as Maria Economides, Onofrio Acone, Sacha Court, Zein Daouk, Leena Similu and Fernanda Pompermayer.
Award-winning Culinary Concepts
Luura’s debut property in Paros features the internationally acclaimed Mimi Kakushi, the contemporary Japanese dining concept embodying the dynamic energy of 1920s Osaka. Celebrated for its seamless blend of Japanese tradition and Western influences, the restaurant has earned a place in the Michelin Guide, while its bar ranks #36 on The World’s 50 Best Bars and has been named Best Bar in the Middle East for three consecutive years. Mimi Kakushi also ranks #35 on MENA’s 50 Best Restaurants 2026, reflecting its standing as one of the region’s leading dining destinations.
The hotel is also home to Lenea, a contemporary Mediterranean dining concept shaped by intention, connection and culture. With art at its centre, Lenea responds to its surroundings, inviting guests to gather around a table defined by seasonal, ingredient-led dishes designed for sharing, alongside creative cocktails. Conceived as a living and evolving brand, Lenea will adapt to the spirit of each Luura destination, celebrating the flavours, rituals and traditions of the place it calls home.
Island Wellness
At Luura, wellness is conceived as a rhythm rather than a ritual, shaped by the natural cadence of the island and a belief that wellbeing begins with alignment – between body and mind, stillness and movement, place and pace. Wellness is built around the principle of stacking, where experiences are curated in response to how guests feel, what they need and what they are seeking. Whether for a single afternoon or an entire stay, social, cultural and personal experiences are layered to create a personalised rhythm that fosters continuity, grounding and presence.
Spaces are intentionally designed to flow between shared and personal experiences, from a dynamic, class-led wellbeing studio and contrast therapy in the sauna and cold plunge to more private, immersive treatments that can extend into guest suites. A menu of personalised massages, restorative facials and body treatments is complemented by bespoke essential oil blends, developed in collaboration with a specialist in Greek herbs, featuring native botanicals including bay, oregano, bergamot and chamomile. Daily programming encourages guests to reconnect with natural and circadian rhythms through movement, breathwork, and restorative practices, while locally inspired rituals, ingredient-led drinks and in-room amenities extend the wellness experience beyond the spa. Based on the Greek ethos of balance, the result is an experience that connects guests not only to their own wellbeing, but also to the energy, culture, and rhythms of Paros itself.
Immersive Local Experiences
Guests at Luura are invited to engage directly with the island through a curated programme of experiences inspired by Paros’ local culture and landscape. Experiences include ceramics workshops hosted at the property with local artisan Maria Economides, where guests can create their own handcrafted pieces. Maria has also created an exclusive collection of ceramics for Luura, with bespoke pieces featured throughout the guest rooms and selected vessels displayed across the property’s communal spaces. Additional experiences include private boat and fishing tours to remote islets, as well as adventure activities such as diving, windsurfing, and trail running across the island’s dramatic landscapes.
A Family Vision for Modern Hospitality
Founded by Vivium, the family office of businessman, entrepreneur, and art patron Elie Khouri, Luura reflects a multigenerational approach to hospitality shaped by culture, design, and personal expression. Each property will be designed to reflect its destination, inviting guests to explore, connect, and experience a sense of place. “We believe the future of luxury is about seamlessly belonging – arriving somewhere and feeling you can explore its most authentic core. Each property is built around the destination’s culture and identity. Nothing is templated,” 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.”
The Luura pipeline Following its debut on Paros, Luura will expand with a second hotel on the island at New Golden Beach, set to open in 2028. The brand will then continue its growth with Luura Athens, located in the vibrant Koukaki district with views of the Acropolis.
