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Sam Nazarian’s hospitality group SBE is partnering with Wyndham Hotels & Resorts to introduce a “smart lifestyle brand.” The working title of the new venture is “Project HQ Hotels & Residences.”
Leveraging SBE’s expertise and Wyndham’s global reach, the project headquarters aims to transform the existing hotel into a vibrant hub for dining, nightlife and wellness.
Sam Nazarian, SBE Founder and CEO
“When we created Lifestyle Luxury with SLS in 2005, we created a new category,” says Sam Nazarian, Founder and CEO of SBE. “Now, almost 20 years later, we aim to reinvent lifestyle again with Project HQ, the first smart lifestyle hotel brand.”
With a strategic investment from entertainment icon Marc Anthony and his company Magnus, the brand is launching a new smart lifestyle category tailored to the evolving tastes of today’s Millennial and Gen Z travelers. We aim to pave the way for
This is SBE’s first hotel brand since the company sold its hospitality brands and management platform in 2020. This included more than 100 hotels (SLS, Delano, Mondrian, Hyde, etc.), more than 150 restaurants and lounges, and more than $4 billion in hotels. Sales of luxury homes.
The project headquarters plans to open 50 hotels offering approximately 7,500 rooms by 2030, with 50% of the properties to be opened in the United States and the other half overseas.
“As a global leader for more than 20 years, we have purposefully curated and cultivated a unique portfolio that solves the unmet needs of the next generation who aspire to exceptional cuisine and vibrant social spaces. I feel like I’m capable,” Nazarian added.
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