International hospitality groups sbe and Accor have partnered to launch a new brand called the House of Originals.
The brand will focus on creating a community for its guests based around luxury experiences and sbe’s iconic culinary and mixology offerings. Accor will support sbe to establish the new brand internationally by providing access to its global distribution and procurement infrastructure.
The House of Originals brand will include luxury properties such as the Sanderson and St. Martins Lane in London, 10 Karaköy in Istanbul, and the Shore Club in Miami Beach. The uniting factor is that each hotel in the brand is iconic in some way to the city where it resides, and sets a trailblazing standard for hospitality and originality. The collection aims to undertake rapid but thoughtful growth and already has plans for five more domestic and international locations.
“The lifestyle market continues to grow rapidly and has one of fastest growth rates in the industry,” says Gaurav Bhushan, chief development officer at Accor. “Accor has had very strong acceleration in the lifestyle sector and now offers the widest portfolio, with 10 brands to be developed internationally from economy to luxury.
“The House of Originals is the perfect combination of sbe’s know-how in entertainment and F&B, and will benefit from Accor’s global platform, particularly in terms of distribution, loyalty and network development. With already five new hotels in the pipeline and an exciting pipeline underway in key gateway cities such as Dubai, London and Paris, this brand brings a new lifestyle flavor into the Accor portfolio.”
Accor acquired a 50% stake in sbe in October 2018, and the partners have chosen Australia as the first Asia Pacific market for its luxury lifestyle hospitality brand Hyde. The new Hyde Paradiso will open on Australia’s Gold Coast in March 2019.
The Hyde brand has evolved from its Sunset Strip flagship location in LA to include locations in South Beach, Las Vegas, Downtown LA, Miami and more. The new property closely follows the opening of Hyde Hotel and Residence Midtown Miami, a 42-floor property with 60 hotel rooms and 410 sold-out luxury residences with interiors by award-winning designer, David Rockwell and a building designed by Arquitectonica. Hyde Beach House Hollywood Florida is set to open in Q2 of 2019, and the brand will expand into the Middle East with an opening in Doha in 2020.