The company says Camille's arrival will "help expand and strengthen the profile and portfolio of Cycas as it enters a new phase in its brand journey".

John Wagner, founding partner of Cycas Hospitality, said: "Camille's ability to animate brands and her infectious enthusiasm for hospitality and culture make her the perfect brand ambassador for Cycas. Her experience as a creative director and skills in brand growth, strategy, and local partnerships will help steer our ambitions for Cycas in 2018."

Lorigo said: "Cycas' expertise in work/live hotels puts them at the forefront of the market trend. I see massive potential to take the brand to new heights as they expand across the UK and Europe."

During her career, Lorigo founded fashion showroom Che Camille, best known for its otherworldly fashion events and tailoring for Pete Doherty and Anne Robinson. Most recently, she helped relaunch the Athenaeum Hotel, unveiling a partnership with Michelin-starred chefs, The Galvin Brothers. She also worked for D&D London creating and establishing the brand footprint for South Place Hotel.

With a recent multi-million-Euro strategic investment with Hua Kee, a Thai family office and hotel owner and operator in South-east Asia, Australia and Europe, under its belt, Cycas Hospitality will celebrate its 10th year in business next year.