Auberge Rebrands as Auberge Collection
The newly renamed Auberge Collection reflects the brand’s expanding global portfolio, with marquee openings from Florence to Miami and a string of industry accolades.
Photo: Courtesy of Auberge Collection
Auberge is no longer just a portfolio of boutique hotels tucked into picturesque corners of the world. The company has reintroduced itself as Auberge Collection, an identity designed to reflect both the scale and scope of a group that has grown well beyond its origins in California’s wine country.
The new name arrives as the brand’s pipeline expands across continents and categories, from a restored Florentine seminary to a forthcoming Miami Beach resort. Dan Friedkin, chairman of the parent Friedkin Group, framed the move as sharpening the brand’s positioning. “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,” Friedkin said in a statement.
The shift isn’t just cosmetic. Auberge has become one of the most decorated players in luxury hospitality, with more than a dozen of its properties topping Travel + Leisure and Condé Nast Traveler rankings in the past two years. The breadth of its recent openings and announcements suggests that Auberge intends to compete head-on with established luxury giants, but with a narrative rooted in individuality rather than uniformity.
Recent unveilings underscore that philosophy: Collegio alla Querce in Florence and The Woodward in Geneva each express highly specific cultural identities, while the upcoming Cambridge House in London and The Shore Club in Miami Beach point toward an increasingly urban and high-profile footprint. Projects in Houston, Dallas, and Puerto Rico add further range, strengthening the case for a brand that can balance heritage properties with contemporary flagships.
Christian Clerc, president and CEO, described the move as a natural next step. “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,” Clerc said. That last point—protecting a hotel’s individuality even as the group grows—is arguably the most important. It is also where Auberge can differentiate itself in a crowded marketplace where “collection” often means cookie-cutter consistency.
As Auberge Collection rolls out its new identity, the measure of success will be how well it maintains the intimacy and cultural resonance that first gave the brand traction, even as it scales into global capitals and major resort markets. With 30 properties already under its banner and several marquee openings on the horizon, Auberge is betting that a redefined name can set the stage for its next chapter.
