A new name in Greek island luxury has arrived. LUURA CLIFF has opened on the western coast of Paros, and it doubles as the debut property for LUURA, a fresh hospitality brand created by architecture and design studio ELASTIC together with hotel entrepreneurs Elie and Sophie Khouri of Vivium. The property is adults-only and perched high on a craggy cliff, so sea views come standard.
The design leans hard into its setting. Whitewashed cubic forms, winding pathways and tucked-away courtyards play with Cycladic light and shadow — the idea, according to ELASTIC co-founder and principal architect Ria Xenou, was to translate the essence of the Cyclades into contemporary architecture rather than drop a generic resort onto the hillside. Interiors across the 39 one- and two-bedroom suites come from studio Lambs and Lions, working to a "Cycladic Sanctuary" concept: natural materials, stone passageways, terraces and secluded corners that work for both socialising and doing absolutely nothing.
Every suite comes with a private pool and generous outdoor space. Shared amenities include a central pool, a private chapel, event spaces and a wellness programme. Food-wise there are two options: Mimi Kakushi and Lenea, the latter serving contemporary Mediterranean dishes.
What sets the place apart is the activity lineup, which is rooted in the island itself. Guests can join marble-carving workshops (fitting, given Paros' historic marble quarries), head out on private caper-picking expeditions, do field-to-fork food experiences, or take to the water with diving, windsurfing, fishing and boat excursions. Art is part of the package too, with works by international, regional and Greek artists placed throughout the property.
LUURA's founders say nothing about the brand is templated — each hotel is meant to be built around its destination's culture and identity. If Paros is the test case, that's a promising start: this is an island that has long played the quieter, more laid-back cousin to Mykonos and Santorini, popular with travellers who want Cycladic beaches and villages without the cruise-ship crowds.
For travellers, this matters if you're planning a Greek island escape with a design-forward, low-key luxury angle and no kids in tow. Paros is easy to reach via Athens, and a stay here pairs well with the island's famous fishing villages like Naoussa, its beaches, and day trips to neighbouring Naxos or Antiparos. Book early for summer — new luxury openings in the Cyclades tend to fill fast for July and August.
