sbe Hotel Group commences creative and design relationship with DesignAgency to envision Hyde Hotels, Resorts and Residences

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May 12, 2016, 10:30 ET

LOS ANGELES, May 12, 2016 /PRNewswire/ -- sbe, the Los Angeles-based leading lifestyle hospitality company that develops, manages and operates award-winning hospitality venues, today announced it has selected DesignAgency to support the company in developing new hospitality interactions and creative direction for its globally-renowned brand, Hyde.

Following sbe's launch of the DesignAgency-designed, 18,000-square foot Hyde Lounge at T-Mobile Arena in Las Vegas in March, the company continues its tradition of collaborations with creative visionaries, inviting DesignAgency to develop a new hotel brand and concept, Hyde Hotel, Resorts & Residences.

"We selected DesignAgency due to its shared vision and track record for creating immersive and exciting hospitality brands, such as Generator, that both celebrate the local context and expand hospitality options," said Sam Nazarian, sbe Founder and CEO. "Hyde Hotel, Resorts & Residences will be a reflection of the sbe brand, bringing our highly esteemed services and amenities to this global hospitality project, which we expect to be thriving soon after launch."

Hyde Hotel Resorts & Residences will offer guests the genuine, sophisticated hospitality experience that is synonymous with the Hyde brand and its nightlife venues, while also embracing the surrounding city's rich history, arts and community. Hyde Hotel & Residences will be the ultimate escape for those who live, play and travel for design and culture.

One of the first projects will be the launch of Hyde Resort & Residences Coachella Valley. DesignAgency will bring its multidisciplinary branding and interior design talent to realize the condo-hotel project's 360 guest rooms. Design is now underway for the 153 two-bedroom condo units, 48 pool and garden villas and six stand-alone luxury villas, a Hyde Kitchen + Cocktails, a Ciel Spa, meeting and event facilities, two pools and a grab-n-go coffee concept, The Perq.

"Helping to envision the iconic Hyde brand into a hotel concept alongside Sam and his team offers a great opportunity to take a lot of the soul and energy from sbe's past projects and partnerships, and to formalize them into a cohesive hotel and lifestyle brand that fits into an increasingly exciting yet competitive segment of the industry," stated Anwar Mekhayech, Principal, DesignAgency. "We hope to unlock the secret sauce."

About sbe:
sbe is a leading lifestyle hospitality company that develops, manages and operates award-winning hotels, restaurants and nightclubs. Through exclusive partnerships with cultural visionaries, sbe is dedicated to delivering the best in service, design, culinary programming, and entertainment. Already a proven leader in the hospitality and real estate industries, sbe has more than 100 properties currently operating or in development, and is expanding several of its flagship brands including SLS, Hyde and The Redbury, both nationally and internationally. The company will debut a new slate of hotel and residence properties in 2016, including the recently announced Hyde Hotel & Residences and SLS LUX Hotel & Residences. SLS Hotel & Residences will represent over 3,900 hotel rooms and 1,600 residences worldwide by 2019. In addition to its distinctive hotels, sbe's world-renowned restaurants and lounges include Katsuya, The Bazaar by José Andrés and Hyde Lounge. Founded in 2002 by Executive Chairman and CEO Sam Nazarian, sbe is a privately held company. More information about sbe can be obtained at sbe.com or by downloading the sbe App.

About DesignAgency:
Founded by partners and long-time friends Allen Chan, Matt Davis and Anwar Mekhayech, the Toronto and Barcelona-based studio unites interior design, architectural concepting, strategic branding, and visual communication in a unique and innovative way.

DesignAgency is one of the most distinguished design firms in Canada and its services are widely sought after, with clients in more than 26 cities and 9 countries worldwide. The firm's global success is based on its high level of design excellence and its ability to create special environments through narratives developed with the client. Working for leading companies, developers and hospitality groups, DesignAgency's clients work directly with one or more of its partners, reflecting its belief that great design requires leadership, focusand commitment. For more information, visit: thedesignagency.ca.

Media Contact:
Kati Bergou
Rubenstein Public Relations
212 805 3014
[email protected]

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SOURCE sbe