Sir creates one-of-a-kind hotel experiences in some of the most interesting neighborhoods in the world. We take all the local specialties, surprises, strangeness and secrets — and amplify it with our own personal take on modern luxury. Just like our guests — no two Sirs are the same. We are proudly rooted in Amsterdam (where the first hotel, Sir Albert, opened in 2013) and also located in Hamburg, Berlin, and Ibiza.