Lancemore Group launches ‘eclectic’ LMG Collection

by Ruth Hogan

Lancemore Group is set to debut a new hotel brand in early 2024 with the reopening of Cleveland Estate in Victoria’s Macedon Ranges.

LMG Collection, a sister brand to the core portfolio of hotels, aims to unite “spectacular” and “eclectic” properties with “unparalleled architecture, storied interiors, and distinctive styling”.

On reopening, the former Cleveland Winery will reveal a new contemporary style and considered design narratives, according to Lancemore Group.

“We couldn’t be more excited with the way Lancemore Group is expanding to include a cluster of intriguing properties under a new and clearly defined brand,” said Lancemore Group’s CEO, Julian Clark.

“Every detail of each property in the newly labelled LMG Collection will draw our guests’ gaze – from heritage features to renewed aesthetics and on-site experiences – providing them with the premium hospitality touchpoints they expect of Lancemore but layered with storytelling that can only come from the close bonds the operators of each location share with the estates in the collection.”

LMG Collection sets out to offer guests affordable accommodation, premium destinations, exceptional cuisine and personalised service, in line with the group’s commitment to excellence in hospitality.

Each property will be independently operated and have a deep connection to the local area.