Accor and sbe to launch iconic Hyde brand in Australia

Accor has chosen Australia as the first Asia-Pacific market to expand its partnership with sbe outside of the U.S.  The hospitality giant brings its luxury lifestyle hospitality brand, Hyde to the Australian shores following Accor’s acquisition of a 50% stake in sbe in October 2018. Launched in March 2019, Hyde Paradiso, in Gold Coast, is a fashionable playground for an endless summer, inspired by LA’s famous Sunset Strip. The venue is open all day and evolves into an evening lounge and dining experience.

Simon McGrath, Chief Operating Officer of Accor Pacific said, “We are extremely excited to open the first sbe venue for Accor in Australia, on Queensland’s Gold Coast. Our partnership with sbe and its Founder and CEO Sam Nazarian will combine the best of both our worlds to provide unparalleled lifestyle experiences for our guests. Hyde Paradiso will be a game changer for the Gold Coast, which is befitting of a sophisticated and energetic venue which will become the place to see and be seen by the sea.”

Sam Nazarian, Founder and CEO of sbe said, “Everyone at sbe is hugely excited to expand our hospitality brands through the strategic partnership with Accor and to work closely with Simon McGrath and his talented team. Australia is such a welcoming, youthful, and dynamic market full of growth opportunities for our brands, and we couldn’t be more thrilled to launch Hyde on the Gold Coast. The sbe portfolio will grow to over 50 hotels by 2020, paired with tremendous expansion in the residential, culinary and entertainment venues, including over 150 global venues in the pipeline. We look forward to bringing more of our brands, dining and entertainment experiences to Australia and across the globe with Accor in the future.”

From Los Angeles’ dazzling Sunset Strip, plush Vegas playgrounds and exclusive arena experiences, Hyde creates magic in each venue. Hyde has evolved from its legendary Sunset Strip flagship to include locations in South Beach, Las Vegas, Downtown LA, Miami and more to come across the United States and beyond. Hyde seekers are welcomed to take refuge from the conventional hospitality experience and unwind in luxurious surrounds with the best music among a sophisticated community of influential artists, celebrities and athletes.

sbe’s leading hospitality and residential brands include SLS, Delano, Mondrian, Hyde, The House of Originals (Sanderson, St. Martin Lane, 10 Karakoy and Shore Club) and The Redbury Hotels. Through its Disruptive Restaurant Group platform, sbe has created global award-winning culinary brands Katsuya, Umami Burger, Carna, Cleo, Leynia, Diez & Siez and Filia and innovative entertainment brands including Hyde, Nightingale, Privilege dayclub, Black Orchid, S Bar, Skybar and the Doheny Room.