About us

Roots and Branches

Miramis is part of Qarlbo AB, a family-run business founded by Swedish entrepreneur Conni Jonsson and owned by the Jonsson family. Qarlbo invests in fields that range from entertainment to hospitality, biodiversity, and energy, always with a focus on sustainability.

The Miramis story is a tale of two homes. One is a vibrant historic city in northern Europe, the other a wild and beautiful wave-lapped promotory in the Mediterranean south. Sweden and Italy, Stockholm and Argentario: for the Jonsson family, both are places of the heart. Places to celebrate, places to cherish, places whose human stories, natural beauty and architectural heritage deserve to be honoured.

Miramis was the name the family gave to the boat on which they explored the islands of the Swedish archipelago. It took them on journeys of discovery, just like the namesake to which it paid homage – the graceful horse, symbol of loyalty, curiosity and wonder.

Tuscany

The Jonsson family has a long connection with the Tuscan seaside town of Porto Ercole and the rugged Argentario promontory to which it belongs. Inspired by the unique charm of the area and driven by a desire to give back to the community that welcomed them, they began to lay the foundations of a small portfolio of unique properties in and around Argentario, all of them deeply immersed in the area’s heritage, landscape and social fabric.

Stockholm

The Swedish capital is a working city whose talent for play, enjoyment and the care of body and soul finds expression above all in its green heart – the Royal Park of Djurgården. It is here that Miramis has invested in a trio of properties that are part of the city’s rich leisure heritage – among them a historic performing arts arena and a hotel-restaurant beloved by generations. Another of the company’s Stockholm projects will see an icon of the city’s industrial past transformed into a state-of-the-art concert venue.

Investing in communities. Inspired by their cultural past, present and future. Tuned in to local energies and the spirit of place.

Miramis is a new kind of hospitality enterprise. Its core business is the curation of transformative journeys. It believes that hotel stays, gastronomy, the shared ritual of performance, engaged design, cultural curiosity, the health of body and mind and care for the environment are all aspects of the same deep-seated desire for joy, learning, connection, and personal growth.

What we do

Miramis owns and operates hotels, restaurants and performance venues in Italy and Sweden – but it also creates experiences and connections. It is rooted in the belief that illumination, joy and personal growth can be found equally in a rock concert, a sunset walk, a memorable dinner or a sudden, precious moment of human connection in a small fishing village.

Miramis believes in learning and evolving by listening: to clients, to team members, to business and public administration partners, to local communities, to history and heritage, to the environment. It knows there are no one-size-fits-all solutions. Every guest, every place and every day is unique.

The company currently owns five properties around Italy’s southern Tuscan coast and owns or operates four more in the Swedish capital of Stockholm. The common denominator is heritage: every one of its projects has a profound social and cultural connection with the surrounding territory. Miramis is dedicated to revitalising historic landmarks by applying new creative energy, engaging contemporary design, community-based working practices and an approach to hospitality that puts sustainability front and centre.

Our Partners

Miramis collaborates with partners who share the company’s commitment to quality, sustainability and the community outside and inside our doors.

We choose actors that are able to use their unique skillset to elevate the destination, through responsible practices, local engagement, or innovative design. We believe that cooperation is key to creating new demand by offering guests authentic experiences that deepen their connection to the region.

The history of Miramis

2016

Acquistion of Ex Cirio, Tuscany

The purchase of the former Cirio sardine canning factory in the Argentario peninsula seaside town of Porto Ercole was the first leaf in Miramis’ Tuscan portfolio. Harnessing contemporary design to the site's rich heritage, a bold new architectural project is currently underway that will turn this industrial icon into an innovative coastal retreat with a clear focus on wellness.

2016

Acquisition of Backstage Hotel, Stockholm

After restoration and renovation, a handsome, luminous 1880s edifice in the Swedish capital’s Djurgården Royal Park became, in 2022, a smart contemporary pied à terre. The perfect choice for entertainment-oriented visitors, it lies just a short stroll from Cirkus Arena, the celebrated Gröna Lund amusement park and ABBA The Museum.

2017

Acquisition of Cirkus, Stockholm

Cirkus is a Djurgården landmark and an integral part of Stockholm’s performing arts heritage. Today, this former circus is the largest private theatre in the Nordic area. Miramis has positioned it as a concert, show and event venue with attached restaurant, one that responds to a growing demand for tailored guest experiences that fold entertainment in with hospitality.

2019

Acquisition of Hasselbacken, Stockholm

Synonymous for centuries with convivial leisure time in the Swedish capital, this historic former restaurant and musical pavilion in the city’s Djurgården park is currently undergoing a major transformation that will position it as one of the few hotels in the city to offer a truly exceptional guest experience – one enhanced by its cheek-to-cheek proximity to vibrant concert and show venue Cirkus.

2021

Management agreement signed for Gasometer, Stockholm

Miramis company Cirkus Venues was chosen to work alongside Stockholm’s city government to give this iconic 1899 gas edifice a new life. Currently the focus of a bold architectural project that will repurpose it as a state-of-the-art concert and performing arts venue, Gasometer will reopen in 2027 in time to host the Royal Swedish Opera, which will relocate here for three years during renovation of its historic home.

2022

Acquisition of La Capitana, Tuscany

This handsome ancient farm estate surrounded by vineyards and olive groves enjoys spellbinding views over the Tuscan coast and Argentario. It will reopen as a rural retreat that elevates the Tuscan agriturismo experience while preserving all of its warmth and authenticity. In 2024, the estate’s vineyards were replanted and production of its extra-virgin olive oil recommenced.

2023

Opening of LA ROQQA and Isolotto Beach Club, Tuscany

LA ROQQA is a stylish boutique hotel that overlooks the laid-back, unspoiled Tuscan port town of Porto Ercole. Just a few minutes away, Isolotto Beach Club is a haven of barefoot chic in an untamed natural setting. These twin debuts renew Argentario fame as a byword for the art of Italian coastal living.

2024

Acquisition of Torre di Cala Piccola, Tuscany

Miramis rounded out its Tuscan coastal portfolio by adding this historic, much-loved cliffside retreat on Argentario’s rugged western coast to its two Porto Ercole properties, LA ROQQA and Ex Cirio. Ongoing renovation over the coming years will refresh and elevate the property while providing an enhanced service and food and beverage experience.