Hyde Coachelle Bedroom Concept — Photo by 4076025

Toronto, ON -- 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 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, focus and commitment. For more information, visit: thedesignagency.ca.

About sbe

Established in 2002 by Founder and CEO Sam Nazarian, sbe is a privately held, leading lifestyle hospitality company that develops, manages and operates world-class hotels, restaurants, lounges and nightclubs. Through exclusive partnerships with cultural visionaries, sbe is devoted to creating extraordinary experiences throughout its proprietary brands with a commitment to authenticity, sophistication, mastery and innovation. Over the last decade, sbe has mastered the art of creating desirable destinations; the lifestyle platform includes over 100 hotels and 150 restaurants and lounges. In 2020, Sam Nazarian shifted his focus to the culinary and nightlife world by launching Disruptive Restaurant Group (DRG.) DRG incubates and operates globally renowned culinary brands, including critically acclaimed restaurants, lounges and nightclubs. By partnering with an impressive roster of internationally renowned culinary talent, DRG concepts are committed to innovation and setting new industry standards. Restaurants and lounges include Casa Dani, by three Michelin-starred Chef Dani Garcia; Citizens; Katsuya, by Chef Katsuya Uechi; Kumi; MXO by Wes Avila; Doheny Room; HYDE; LiFE; and S Bar. Sam Nazarian has consistently demonstrated his ability to anticipate and shape the future of hospitality and gastronomy. With his unwavering passion, entrepreneurial prowess, and a portfolio of iconic brands, Sam has cemented his position as a trailblazer in both the hospitality and culinary world for generations to come. To learn more, visit sbe.com.

Matthew Hague
Account Manager - Kriss Communications Inc.
416 532-5454
sbe