Philosophy
Luura creates places where ease meets inspiration, designed for those who seek to be moved by the world rather than simply move through it. Our hotels are imagined as living galleries — shaped by art, culture, design — where every detail sparks curiosity and connection.
Our story begins on the cliffs of Paros, where Luura’s first escape opens its doors in 2026. Rooted in Mediterranean spirit, the debut hotel balances intimacy and discovery: hidden corners that invite wandering, craftsmanship that reflects the island’s essence, and views that dissolve the lines.
Luura is for those who desire more than just a visit–for those who immerse themselves fully in the beauty of each destination. Guided by an ethos of intentional luxury, we collaborate with artists, makers, and visionaries to create experiences that linger long after the stay, translating the spirit of each place into spaces that feel both timeless and alive.
Manifesto
We are born seekers. We crave the unexplored. Restlessly inquisitive, we roam unfamiliar places until we’re intimately acquainted, until we’ve found the artist’s studio, the night market, the corner bar where our hunger for the new is sated.
We take pieces with us – flavours, sounds, memories, mementos – that become a part of who we are. The bitterness of an aperitivo, the slant of afternoon light, the chance encounter. We gather these details and moments to hold them close and share them wide, odes to the people, places, and things that move us.
Luura is a monument to these sense memories, a curated collection of objects and experiences that reflect who we are and where we’ve been. An invitation to indulge curiosity and uncover the unexpected. A place to connect over art or architecture, mindfulness or mezcal. Intriguingly unfamiliar, yet deeply comfortable.
Join us – you already belong.
About the name
01 - Lure
reflects the promise of comfort and beauty, an invitation to discover and be drawn in.
02 - Cura
comes from the Latin root of “curate,” expressing the thoughtful attention to detail that defines Luura’s approach to design, experience, and hospitality - and the ambition to inspire every guest.
Our Mark
Engraved by hand like a signature, our mark is unique in every impression, reflecting Luura’s belief that every detail should tell a story.
Rooted in one of the earliest forms of art, language, our mark draws from the origins of written expression in the Mediterranean: the Phoenician alphabet.
The circle evokes the Phoenician letter for “eye”, a symbol of openness, inspiration, and a deep connection to culture. Within it, characters for “Luura” anchor the design, expressing our ethos of remaining curious, aware, and connected to the world around us.