sbe, the Los Angeles-based lifestyle hospitality company that develops, manages and operates hospitality venues, has announced it has selected DesignAgency to support the company in developing new hospitality interactions and creative direction for its Hyde brand.
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.”
