sbe ANNOUNCES THE LAUNCH OF NEW LUXURY GLOBAL LIFESTYLE HOTEL BRAND – THE HOUSE OF ORIGINALS

New Brand focuses around the Establishment of a Community for its Guests and Creating a
Global Network of Properties
New York, NY (March 5th, 2019) - sbe, a leading international hospitality group that develops, manages
and operates award-winning global hospitality brands, announced at the Berlin Hospitality Conference,
the launch of its new luxury global brand, The House of Originals in partnership with Accor. The House
of Originals is a luxury collection of properties from sbe featuring a bold spirit that challenges and
inspires. sbe is thrilled to launch this new hotel brand collection which will include the Sanderson and St.
Martins Lane in London, 10 Karakoy in Istanbul, and the Shore Club in Miami Beach.
The House of Originals combines the best of what sbe has to offer. This new brand will create a
community for its guests, predicated on luxury experiences and centered around sbe’s iconic culinary and
mixology offerings. Further, the support of sbe’s partner, Accor, will be critical in establishing the brand
internationally by offering sbe’s customers and partners access to an unparalleled global distribution and
procurement infrastructure.
Sam Nazarian, Founder & CEO of sbe states: “At sbe we are always looking to create memorable
experiences. The House of Originals will include our existing incredible destinations, the Sanderson, St
Martins Lane, Shore Club and 10 Karaköy and create a community and network of unique global
properties. I am proud to partner on this project very closely with the Accor team and Gaurav BHUSHAN,
Accor’s Head of Global Development who will provide us invaluable support in helping us create a truly
international suite of properties.”
Gaurav Bhushan, Chief Development Officer Accor states: “The lifestyle market continues to grow
rapidly and has one of fastest growth rates in the industry. Accor has had very strong acceleration in the
lifestyle sector and now offers the widest portfolio, with 10 brands to be developed internationally from
economy to luxury. The House of Originals is the perfect combination of sbe’s know-how in entertainment
and F&B, and will benefit from Accor’s global platform, particularly in terms of distribution, loyalty and
network development. With already 5 new hotels in the pipeline and an exciting pipeline underway in key
gateway cities such as Dubai, London and Paris, this brand brings a new lifestyle flavor into the Accor
portfolio.”
The House of Originals is a collection of luxury hotels that are individually special to the city in which each
resides. These inspiring properties are recognized as trailblazers, setting a standard of hospitality and
experience that makes every hotel iconic in its own right. For every hotel in this collection, there is an
undying spirit and promise of originality.
This rebrand marks an inflection point for these hotels, illustrating how they are coming together to create
an innovative new brand to bring our customers a refreshed collection of hospitality assets. The House OfOriginals collection will undertake rapid but thoughtful growth and already has in its pipeline 5 new
domestic and international locations.
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 award-winning hotels, residences, restaurants 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. Following the
acquisition of Morgans Hotel Group, the pioneer of boutique lifestyle hotels, in partnership with AccorHotels, sbe has
an unparalleled global portfolio which will see 29 hotels and over 180 global world-renowned culinary, nightlife and
entertainment venues by the
end of 2019. The company is uniquely positioned to offer a complete lifestyle experience - from nightlife, food &
beverage and entertainment to hotels and residences, and through its innovative customer loyalty and rewards
program, The Code, as well as its award-winning international real estate development subsidiary, Dakota
Development - all of which solidify sbe as the preeminent leader across hospitality. The company's established and
upcoming hotel brands include SLS Hotel & Residences, Delano, Mondrian, The Redbury, HYDE Hotel &
Residences, and The House of Originals. In addition, sbe has the following internationally acclaimed restaurants and
lounges under subsidiary Disruptive Restaurant Group: Katsuya by Chef Katsuya Uechi, Umami Burger, Cleo, Fi'lia,
Carna by Dario Cecchini, Leynia and Diez y Seis by Chef José Icardi, HYDE Lounge, S Bar, Doheny Room,
Nightingale, Skybar, Bond, and Privilege. To learn more, visit sbe.com