SBE selects DesignAgency for Hyde
Sbe has selected DesignAgency to support the company in developing new hospitality interactions and creative direction for its globally renowned brand, Hyde.
The Los Angeles-based lifestyle company which develops, manages and operates award-winning venues will pair with Toronto-based design consultancy DesignAgency to launch the new hotel brand and concept, Hyde Hotel, Resorts & Residences. The announcement follows the launch of 18,000ft² Hyde Lounge at T Mobile Arena in Las Vegas.
“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. It 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 realise the condo-hotel project’s 360 guestrooms. 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.
Anwar Mekhayech, Principal, DesignAgency concluded: “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 formalise them into a cohesive hotel and lifestyle brand that fits into an increasingly exciting yet competitive segment of the industry. We hope to unlock the secret sauce.”
