Sam Nazarian and SBE have launched a new lifestyle hospitality brand named Project HQ, supported by a strategic alliance with Wyndham Hotels & Resorts. 

The launch comes following strategic investment from entrepreneur Marc Anthony and his company Magnus. 

The first hotels in HQ’s brand portfolio will be based in Montreux, Switzerland and Detroit, Michigan. The brand will focus on savvy Millennial and Gen Z travellers through a unique blend of cultural and lifestyle elements. 

The first property, HQ Montreux Hotel & Spa, is set to open in 2025, following transformation of the existing Royal Plaza & Villa Toscane, originally constructed in 1905 by Swiss architect Louis Villard. Two signature restaurants will find home at the property, courtesy of SBE’s Disruptive Restaurant Group, while a lobby cocktail bar and on-site coffee shop will also be available. Additional amenities will include a spa and fitness centre, along with significant events and meeting space. 

The next opening, HQ Detroit Hotel & Spa, will be the first US-based property for the new brand. The transformation of the existing property will include its 174 guestrooms, while a speciality restaurant and cafe will also be available upon opening. 

“In the 22 years since establishing SBE, we have always been looking around the corner and understanding the ever-changing landscape of consumers – the tidal wave of consumers coming into the marketplace from the Millennial, Gen Z and Latino audience is staggering,” says Nazarian, founder and CEO of SBE. “They’re eager to partake in communal celebrations, create new memories and relish moments of wonder – and we are creating the spaces to do just that.  

“Having established our first locations in Montreux and Detroit, we’re steadfast in our commitment to meeting the evolving desires of upcoming generations. This marks the genesis of Project HQ, and we eagerly anticipate unveiling more exciting initiatives in the months ahead, alongside Geoff Ballotti and his tremendous Wyndham team. With our sights set on the future, we aim to build tremendous momentum as we continue to innovate and inspire.” 

Geoff Ballotti, President and CEO of Wyndham Hotels & Resorts, adds: “We’ve seen tremendous interest from owners looking to enter the smart lifestyle category created by Sam Nazarian’s SBE. These initial projects in Montreux and Detroit set the stage for a brand that will benefit from SBE’s legendary lifestyle experience and Wyndham’s unmatched scale and resources, creating a turn-key solution unlike anything in the market today.”