Apex Hospitality Launches Monogram Collective to Transform UK Countryside Estates into Immersive Luxury Retreats

Published on December 1, 2025

Apex Hospitality Group has launched Monogram Collective, a bold new brand set to transform the UK’s countryside luxury sector. Designed to harmonize contemporary style with the historic charm of three renowned estates—Pine Trees in Perthshire, Meldrum House in Aberdeenshire, and The Vineyard in Newbury—the Collective represents a new standard for experiential, heritage-led hospitality. Each property will undergo a carefully phased transformation program, stretching through 2026, emphasizing immersive experiences, design innovation, and curated guest journeys.

The first property to showcase the vision is Pine Trees, a 32-bedroom estate that recently completed a £6 million renovation after being acquired in 2023. Beyond structural and aesthetic upgrades, Pine Trees will introduce a woodland wellness experience in spring 2026, positioning the property as a retreat-focused hub within the Collective. The wellness concept aims to integrate guests with the natural environment, offering curated outdoor activities, holistic wellness programs, and immersive retreats that blend relaxation, mindfulness, and luxury living. Pine Trees sets a precedent for the Collective, demonstrating how countryside properties can be transformed into modern havens without compromising their historic character.

The Vineyard, long celebrated as a destination for fine dining and country house elegance, is scheduled for a full redesign beginning January 2026. The property will close temporarily to facilitate the transformation, with a reopening planned for late summer 2026. The redesign focuses on creating moments of connection, enhancing the property’s acclaimed culinary identity while weaving a cohesive narrative through its interiors, social spaces, and guest experiences. The transformation will balance traditional elegance with contemporary innovation, positioning The Vineyard as a destination where design, dining, and social interaction converge seamlessly.

Meldrum House, acquired in April 2024, is in the early stages of design development as part of a phased renovation program. The estate will exemplify the Collective’s principle of heritage-led reinvention, preserving historic features while introducing modern amenities and thoughtfully curated interiors. Meldrum House aims to create a guest experience that honors the property’s past while embracing the needs and expectations of today’s luxury traveler. This approach demonstrates how historic estates can evolve organically, offering modern comfort, style, and functionality without eroding their original character.

The Collective’s approach to design is informed by a philosophy that balances authenticity with innovation. Each property will maintain a distinct identity, yet together they will present a unified vision of luxury countryside living. Interior spaces will combine timeless architectural details with contemporary aesthetics, bespoke furnishings, and subtle design elements that highlight each estate’s heritage while enhancing the guest experience.

Monogram Collective represents a strategic evolution in the countryside luxury market, merging operational expertise, design excellence, and cultural heritage. Phased renovation plans allow each property to undergo transformation without compromising quality or service, ensuring that the guest experience remains exceptional at every stage. By creating immersive, high-quality destinations, the Collective positions itself as a leader in experiential countryside hospitality, appealing to domestic and international travelers seeking a blend of authenticity, design, and luxury.

The vision for the Collective is multi-faceted. Pine Trees will set the standard with wellness-focused retreats, The Vineyard will reimagine culinary and social engagement, and Meldrum House will showcase heritage-driven innovation. Together, these estates will form a portfolio where each property tells a story of thoughtful transformation, elevated experiences, and timeless luxury. Guests will find themselves immersed in carefully curated environments that prioritize comfort, connection, and narrative depth.

The launch of Monogram Collective underscores Apex Hospitality’s commitment to reshaping rural luxury, offering travelers a new standard for countryside escapes. By combining strategic investment, innovative design, and operational expertise, the brand demonstrates that historic properties can evolve while remaining true to their character. The initiative signals a confident step into the future of luxury hospitality, where immersive experiences, heritage preservation, and contemporary design converge.

As each estate completes its transformation, Monogram Collective is set to redefine what luxury countryside hospitality means in the UK, creating destinations that are not only visually striking but also emotionally engaging. By blending history, design innovation, and experiential offerings, the Collective delivers an unparalleled approach to countryside retreats, providing travelers with unique, memorable stays that balance heritage, comfort, and modern sophistication.