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.  

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, exceptional craftsmanship, 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’s the Soul that makes Emblems’.   

Maud Bailly, CEO Sofitel Legend, Sofitel, MGallery and Emblems Collection, said:=12px “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 luxury isn’t loud, but deeply felt. Each Emblems Collection hotel embodies authenticity, grace, and soul - because it’s not just beauty that defines a place; it’s the soul that makes it unforgettable. It’s the 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 the soul of the destination and the soul 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 single Emblematic Ingredient is honored - 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.  

The Emblematic Ingredient also finds sweet expression in the brand’s signature Travel Cake, crafted in collaboration with acclaimed Korean Chef Yun Eunyoung. 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 is The Master of the House. From arrival to departure, this unique character offers 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 House brings the property’s unique character to life with authenticity, discretion, and a profound sense of personal connection. 

A Living Legacy: Lucknam Park 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. Lucknam Park now becomes the first hotel to join the Emblems Collection and embodies the brand philosophy of elevated intimacy, rooted in heritage with an understated yet signature presence.   

Set within 500 acres of rolling countryside, only six miles from Bath, Lucknam Park Hotel & Spa, Emblems Collection, combines stately grandeur with modern comfort.The estate 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 preserving gardens. 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 while infusing it 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 of Rimrock 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 retreat will invite guests to discover a sense of place both elevated and elemental.  

Secondly, Masseria Furnirussi, Emblems Collection in the heart of Puglia, set within the largest fig orchard in Europe, will embrace the art of pure, unhurried living and offer an authentic celebration of Mediterranean craftsmanship and lifestyle. The Masseria reimagines 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 19th century frescoes and located just steps from the famed Piazza del Campo in Siena, Palazzo Sozzini Malavolti, Emblems Collection, will join the collection later in 2026. It will offer 38 rooms, among which 27 suites, each blending modern comfort with Tuscany’s timeless craftsmanship, along with a serene spa located within the building’s converted WWII-era basement. Palazzo Sozzini Malavolti is one of legacy, a noble palazzo from the 15th and monument in the heart of Siena, whose uncovered stories of the past will shape its legacy for tomorrow.  

Near Perugia, the former Benedictine Convent Relais San Clemente, Emblems Collection - whose first stones were laid in the 11th century - will be reborn as a 51-key estate, accompanied by nine private villas, in an atmosphere attuned to the region’s spiritual and natural rhythms. Set within a 5-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 by The Purist Retreat & Spa, a holistic and sustainable wellness concept that embodies a promise of deep reconnection — to nature, and to oneself. 

In 2027, Elatos Resort, 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 the forest of Mount Parnassus, only two hours from Athens and on the gateway to the ancient site of Delphi, Elatos Resort is ideal for skiers, hikers and 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, the land and the joy of togetherness.   

Emblems Collection will also introduce Bellevue Hotel Cortina d’Ampezzo, Emblems Collection, a captivating alpine hotspot in the Dolomites in Italy, taking wellness, dining and 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 15 additional properties 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, and craftsmanship. 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. Lucknam Park Hotel & Spa, part of Emblems Collection, became the first Emblems property to debut in Europe in 2025, with the brand aiming to reach 60 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, services and experiences.   

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