Apex Hospitality Group has announced an ambitious new venture with the launch of Monogram Collective, a luxury countryside hotel brand focused on transforming three of the UK’s most storied properties. The new collective includes Pine Trees in Perthshire, Meldrum House in Aberdeenshire and The Vineyard in Newbury—each undergoing an extensive redesign aimed at blending heritage, craftsmanship and contemporary comfort. With all transformations expected to reach completion by 2026, Monogram Collective marks a bold evolution in the UK’s rural luxury hotel landscape.
The creation of Monogram Collective represents a shift toward highly personalised, heritage-driven hospitality. As travellers increasingly seek experiences rooted in authenticity, history and nature, this new brand aims to deliver intimate countryside retreats that honour the character of each estate while offering world-class amenities and modern comforts.
A New Vision for Countryside Luxury
Monogram Collective has been conceived as a celebration of individuality and legacy. Each property holds a unique identity shaped by its architecture, cultural history and natural surroundings. Apex Hospitality’s investment signals strong confidence in the UK’s countryside travel market, which has seen a rise in demand for wellness escapes, culinary tourism and heritage-rich holiday experiences.
Rather than adopting a uniform style, Monogram Collective is embracing a tailored design approach for each hotel. Renovations across the three estates focus on restoring original features, enhancing guest wellbeing, and introducing thoughtful modern design elements that complement the heritage of the properties.
Pine Trees, Perthshire: A Woodland Retreat Reimagined
The first major unveiling within the collective is Pine Trees in Perthshire, a Victorian country house estate acquired in 2023. Following a £6 million transformation, Pine Trees is preparing for its reopening in 2025, with a further expansion planned for 2026 that introduces a woodland wellness concept—a nature-focused retreat designed to harness the tranquillity of Scotland’s forests.
Key elements of Pine Trees’ revitalisation include:
- 32 redesigned rooms that balance traditional charm with modern luxury
- A wellness-focused extension surrounded by Perthshire’s natural beauty
- Interior schemes inspired by local craftsmanship and Scottish landscapes
Once complete, Pine Trees is expected to become a leading destination for relaxation, wellbeing and countryside exploration, appealing to both domestic travellers and international guests seeking an authentic Scottish escape.
Meldrum House, Aberdeenshire: Heritage Meets Contemporary Elegance
Located on a historic estate steeped in centuries of tradition, Meldrum House is entering a new era under Monogram Collective. Its renovation emphasizes elegance, preservation and comfort, enhancing the hotel’s historic architecture while adding new layers of luxury.
Highlights of the transformation include:
- A heritage-led design direction that respects the estate’s long-standing legacy
- Upgraded guest accommodations featuring modern amenities
- Enhanced public spaces that showcase Aberdeenshire’s cultural identity
Meldrum House’s redesign embraces the estate’s deep Scottish roots while updating its aesthetic for the next generation of travellers seeking refined yet characterful countryside experiences.
The Vineyard, Newbury: A Culinary Destination Reinvented
Renowned for its gastronomic reputation, The Vineyard in Newbury is set to undergo a full property redesign beginning in 2026. The hotel, celebrated for its wine culture and fine dining, will enhance its culinary legacy with new design elements that highlight togetherness and shared experiences.
The transformation will include:
- A refreshed approach to fine dining and gastronomic innovation
- Redesigned public spaces that encourage gathering and community
- An elevated guest experience blending luxury with the warmth of a country house hotel
Once completed, The Vineyard is expected to emerge as a pinnacle of culinary tourism, appealing to food lovers and countryside explorers alike.
Leadership and Creative Vision Behind Monogram Collective
The brand’s development is led by Angela Vickers, former Chief Executive of Apex Hotels, whose decades of hospitality experience underpin the Monogram Collective’s strategy. She has assembled a skilled leadership team, including:
- Chris Ward, Head of Commercial, known for his roles at Chewton Glen, Cliveden House and Limewood
- Michael Musgrave, Head of Operations, bringing expertise from The Doyle Collection and Hotel du Vin
Together, the team is committed to building an identity rooted in individuality, authenticity and heritage. Their vision ensures that each Monogram property embodies its own story while delivering a consistently high standard of luxury.
To shape the interior and architectural direction, Monogram Collective has partnered with ISA Architects, an Edinburgh-based studio celebrated for its work across the UK’s boutique and luxury hospitality sectors. ISA will guide the restoration and evolution of each property, ensuring that the transformations honour historical significance while creating welcoming, modern environments.
A New Era for UK Countryside Hospitality
Monogram Collective enters the market at a time when countryside travel is experiencing renewed interest. Travellers are seeking local experiences, peaceful retreats and meaningful connections with culture and nature—values that are central to Monogram’s ethos.
Future expansion plans suggest that additional historic estates may join the portfolio, each offering its own interpretation of British countryside luxury. The brand’s focus on wellness, gastronomy and heritage aligns with current travel trends shaping the UK hospitality landscape.
Conclusion: Heritage Meets Modern Craftsmanship
The launch of Monogram Collective signals a defining moment for Apex Hospitality Group and the evolution of luxury countryside hotels in the UK. By breathing new life into historic estates and offering immersive, heritage-rich experiences, the brand promises to set new standards for rural hospitality, blending the charm of the past with the elegance and comfort of the present.
For travellers seeking authenticity, tranquillity and refined luxury, Monogram Collective will deliver a new benchmark in countryside escapes—celebrating the uniqueness of each location while offering an unforgettable modern retreat.
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