USA | Auberge Resorts has introduced its new name, Auberge Collection, an elevated new identity for the award-winning brand.
The acclaimed portfolio of luxury hotels, resorts, and residences announces its new name: Auberge Collection. This evolved identity continues the elevation of a brand dedicated to creating the most inspiring collection of one-of-a-kind properties and experiences in the world.
Honouring the unique approach that has shaped its offering from the very beginning, the more encompassing title accurately reflects Auberge Collection’s growing portfolio of exceptional properties. From landmark city hotels to award-winning beachfront escapes, alpine destinations, countryside estates, and residences, the new name underscores a broader vision for Auberge.
“From the start, the Auberge name has been synonymous with rare luxury and one-of-a-kind experiences," said Dan Friedkin, Chairman, Auberge Collection.
"Evolving our name brings sharper clarity to who we are at our core: a collection of inspiring destinations, each alive with its own heritage, character, and creativity.”
This timely announcement comes as Auberge continues its thoughtful and strategic growth, opening new destinations in storied locations worldwide. Recent unveilings include Collegio alla Querce in Florence and The Woodward in Geneva, while forthcoming openings such as Cambridge House in London, The Knox in Dallas, The Shore Club in Miami Beach, The Birdsall in Houston, and Moncayo in Puerto Rico signal the diversity and depth of the collection.
“This transition is a natural evolution for our brand,” said Christian Clerc, President and CEO.
“It reflects the growth of our portfolio, the breadth of extraordinary experiences we offer, and our enduring commitment to the singular identity of each property.”
Friedkin is a privately held family of global brands spanning automotive, entertainment, hospitality, investments, and sports. Founded in 1969 and headquartered in Houston, Texas, the company is led by Chief Executive Dan Friedkin and united by a mission to build breakthrough brands that redefine the status quo.
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