These are busy times for Europe Hotels Private Collection. The paint is barely dry on its second Max Brown in Amsterdam (the first is in the Herengracht Canal quarter) and the group is already planning two new bolt-holes in Berlin and Dusseldorf.
For now, the newly minted 64-room Max Brown Museum Square is deserving of our undivided attention. To start, the location – handily semaphored in the name – is flawless with the Rijksmuseum, Stedelijk Museum Amsterdam, and Van Gogh Museum all within easy reach.
‘The connection between the traveller, the neighbourhood, the local entrepreneur and the hotel is one of the key factors of the brand,’ says Bram van der Hoek, the creative force at Max Brown Hotels, adding that the target clientele are people who are ‘time poor, but at the same time they still want to know everything, see everything and experience everything.’
The temptation though is to just stay put and admire designer Saar Zafrir’s restrained interiors that sprawl out over four period townhouses built around 1900. The public spaces are lined with subway tiles, brown leather, shabby books, distressed mirrors and comfy chairs, while the rooms are splashed with bright orange hues, raw timber walls, and rough textures.
The next two stops in Germany are beginning to look equally promising.