Sbe has announced a partnership with Toronto- and Barcelona-based studio DesignAgency, which will support sbe with creative direction in the continued development of its Hyde brand with the new Hyde Hotel, Resorts & Residences. The two groups first collaborated this year on the 18,000-square-foot Hyde Lounge in Las Vegas’ T-Mobile Arena.
“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,” says sbe founder and CEO Sam Nazarian.
“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,” adds DesignAgency principal Anwar Mekhayech.
One of the first projects in the pipeline will be the Hyde Resort & Residences Coachella Valley in California. The 360-room development will feature 153 two-bedroom condominiums, 48 pool and garden villas, and six standalone luxury villas. In addition to meeting and event space, a Hyde Kitchen + Cocktails, Ciel Spa, two pools, and grab-and-go concept the Perq will be available to guests and residents.
