What THE EMBASSIES does

THE EMBASSIES (legally The Embassies of Good Living AG) is a Swiss-domiciled, privately held hospitality company founded in 2018 by Jan Garde in Zurich. It operates a co-living / lifestyle-as-a-service concept targeting affluent adults over 60 who reject traditional senior-living and retirement-home models. The company's integrated offering bundles three revenue streams: (1) fully furnished serviced apartments in three tiers (Studio Suite 40m² to Suite Plus 90m²) starting at EUR 2,635 per month, (2) the Ambassadors Club — a private members club at EUR 250 per month — providing coworking, wellness, curated events, and reciprocal access to 67+ partner clubs worldwide via the SONATO network, and (3) a public-facing café and restaurant with day passes for visitors. Additional revenue comes from co-working rentals, wellness and physiotherapy services, the Ambassadors Magazine (EUR 25 per copy distributed through Coffee Table Mags), and event programming. The Hamburg Hindenburghaus, opened in 2022, is the company's only operational property; a global waitlist (Typeform) signals pipeline intent for additional cities.

The underlying technology layer is intentionally minimal. Customer experience was designed in collaboration with Hello Monday Copenhagen around a "human-first, technology-available-but-not-intrusive" principle. The Ambassadors App provides agenda, event RSVP, and amenity ordering with Siri voice integration — no proprietary ML models, no data flywheels, and no AI capability are disclosed. Distribution and brand reach are reinforced through strategic partnerships with Porsche's company-building division Forward31 (Dr. Christian Knörle as board member), Elbphilharmonie Circle, Monocle, and design suppliers (Studioilse/Ilse Crawford, Louis Poulsen, Auping, Mühldorfer, Soeder). The advisory and shareholder base is unusually credentialed for the stage, including Tyler Brûlé (Monocle/Wallpaper), Christoph Hoffmann (25hours Hotels), Chip Conley (Modern Elder Academy, ex-Airbnb), David Stewart (AGEIST), and Arno Schwalie (former CEO of Korian, European senior-care operator). The go-to-market motion is direct-to-consumer via website applications, phone inquiries, and on-site tours, with no disclosed institutional venture funding beyond the Forward31 strategic partnership.

Name

THE EMBASSIES

Legal name

The Embassies of Good Living AG

Website

https://embassies.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Premium Senior Co-Living & Hospitality

NAICS

Traveler Accommodation (7211), Other Traveler Accommodation (72119)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Luxury Serviced Residences (THAGAEAJ)

akta.pro secondary industries

Luxury serviced apartments (premium) (THAMACAE), Extended-Stay Brand Residences (Managed Residences) (THAGAEAM), Executive & VIP Corporate Housing (THAMAHAF)

Keywords

• Senior co-living
• Serviced apartments
• Members club hospitality
• Intergenerational living
• Lifestyle hospitality

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ambassador Membership: Monthly membership fees for access to club facilities, coworking spaces, wellness areas, and curated events. Includes partner network access worldwide.
2. Serviced Apartments: Fully furnished premium apartments with hospitality services. Rental income from Resident Ambassadors. Includes optional service packages.
3. Day Passes: Day packages for visitors and guests to experience club facilities, wellness, and dining.
4. Food & Beverage: Café and restaurant revenue from on-site dining open to public and members.
5. Magazine & Merchandise: Ambassadors Magazine sold for 25 Euro. Branded merchandise available.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

THE EMBASSIES operates a global, intergenerational hospitality concept centered on premium co-living for lifestyle-driven adults, primarily 60+. Its core offerings comprise fully furnished serviced apartments (40–90 m²) with hospitality services starting at EUR 2,635/month, and the Ambassadors Club private members club at EUR 250/month providing coworking, wellness, curated cultural events, and reciprocal access to 67+ partner clubs worldwide via SONATO. The company runs a public-facing café and restaurant, and operates from its flagship Hindenburghaus location in Hamburg.

Product overview

THE EMBASSIES is a global intergenerational hospitality concept offering a unified ecosystem of premium living, membership club, and lifestyle services. The core offering comprises three interconnected products: (1) Residences – fully furnished serviced apartments (40-90m²) starting at EUR 2,635/month with hospitality services; (2) Ambassadors Club – a members club at EUR 250/month providing access to coworking, wellness facilities, curated events, and global access to 50+ partner clubs; (3) Café & Restaurant – a public-facing culinary venue. Additional offerings include Wellness & Spa services, Co-Working spaces, Meeting rooms, and Ambassadors Magazine publication. The concept targets active adults 50+ seeking quality of life without traditional retirement community constraints.

Differentiator

Problem solved

Functional benefit

Brands

• Ambassadors Club: Private members club offering coworking spaces, wellness facilities, curated events, networking, and cultural programming for members.
• Resident Ambassador
• Ambassadors Magazine

Products and services

• Ambassadors Club Membership

Quantifiable outcome

• First location operational in Hamburg, Germany

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• SONATO (Partner Club Network)coreStrategic or Co-development PartnerSONATO is a global network of handpicked independent clubs. THE EMBASSIES Ambassadors receive access to 67+ partner clubs worldwide, from Auckland to San Francisco. Members can visit partner clubs and sometimes book rooms directly through the network.
• ElbphilharmonieflagshipGTM or Marketing PartnerTHE EMBASSIES is a member of the Elbphilharmonie Circle. Ambassadors enjoy exclusive pre-sales access, Circle Lounge access, and special events. Concierge services provide access to exclusive tickets and events.
• MonocleflagshipGTM or Marketing PartnerPartnership providing 12-month Monocle digital and print subscription to all Ambassadors and Resident Ambassadors. Shared values of global perspective, design appreciation, and cultural curation.
• Hello MondaycoreTechnology or IntegrationAward-winning Copenhagen-based design agency that collaborated on the customer experience and 'host to ambassador fulfillment' approach. Designed systems where technology is available but not intrusive.
• Studioilse (Ilse Crawford)coreStrategic or Co-development PartnerHumanistic design studio led by Ilse Crawford, pioneering design for environments, objects and experiences addressing true human needs. Responsible for interior design philosophy and spatial experience design at THE EMBASSIES.
• Louis PoulsenminorOthersDanish lighting design house supplying high-quality lamps for apartments as part of the curated interior design package.
• AupingminorOthersDutch bed manufacturer and official royal supplier, providing handcrafted mattresses for THE EMBASSIES apartments.
• MühldorferminorOthersPremium German bedding manufacturer providing handcrafted bed linens for THE EMBASSIES residences.
• SoederminorOthersSwiss sustainable amenities brand providing welcome sets for new residents. Products manufactured in Zurich.

Scale indicators3 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• Soho House: Global private members club with hotels, coworking and curated cultural programming. Closest analog at scale to the Ambassadors Club membership layer; Soho House spans all ages while THE EMBASSIES sharpens it around lifestyle-driven grown-ups and adds residential tenure.
• Aman Residential: Ultra-luxury hotel brand with branded private residences and club culture. Anchors a similar template — premium serviced residences + member-like services + architectural/iconic locations — though at higher price points and across a different (leisure) demographic.
• Design Hotels: Curated global collection of independent design-led hotels. Comparable premium positioning and Ilse Crawford/Crawford-aligned design sensibility; broader category but overlapping boutique hospitality + cultural curation.
• Korian Group: Major European senior care provider where THE EMBASSIES advisor Arno Schwalie was previously CEO. Represents the regulated 'traditional' alternative THE EMBASSIES positions against; provides a benchmark for the senior living side of the addressable market.
• Sonder: Tech-enabled serviced apartment/aparthotel operator with fully furnished short and longer-stay units. Direct competitor in the managed residence category though skewing corporate-transient rather than lifestyle-driven 50+.
• Six Senses: Luxury hospitality group with branded residences and a strong wellness positioning. Highly comparable to THE EMBASSIES' integrated wellness + hospitality + residential mix, with overlapping Ilse-Crawford-influenced design philosophy.

Emerging players

• Mint House: Tech-enabled premium serviced apartment brand with hotel-grade amenities. Comparable length-of-stay, design-led interiors and recurring-stay positioning; serves a younger business-traveler base than THE EMBASSIES.
• Habyt: Tech-forward co-living operator with flexible membership and serviced shared-living apartments. Comparable co-living DNA and recurring subscription model; targets urban professionals rather than the 50+ lifestyle segment.

Direct peers

• Modern Elder Academy: Educational retreat concept created by Chip Conley (mentor to THE EMBASSIES). Same over-50 'modern elder' target demographic and shared conceptual thesis around purposeful later life; differs by offering learning programs rather than residential hospitality.
• 25hours Hotels: Lifestyle hotel group founded by co-advisor and shareholder Christoph Hoffmann. Comparable design-led, premium hospitality positioning and intergenerational target customer; THE EMBASSIES adapts 25hours' experiential hospitality model into extended-stay residences for the 50+ cohort.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/theembassies
• Instagraminstagram.com/theembassies
• Xx.com/theembassies

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about THE EMBASSIES