SBE, a hospitality group led by Sam Nazarian, is teaming up with Wyndham Hotels & Resorts to introduce a ‘smart lifestyle brand.’ The working title of the new venture is Project HQ Hotels & Residences.
Leveraging SBE’s expertise and Wyndham’s global reach, Project HQ aims to transform existing hotels into vibrant hubs for dining, nightlife, and wellness.
“When we created lifestyle luxury back in 2005 with SLS, we forged a new category,” says Sam Nazarian, founder and CEO of SBE. “Now, almost 20 years later, we look to reinvent lifestyle again with Project HQ, the first smart lifestyle hotel brand.”
With strategic investment from entertainment icon Marc Anthony and his company Magnus, the brand aims to pave the way for the new smart lifestyle category, tailored to meet the evolving preferences of modern millennial and Gen Z travelers.
This marks SBE’s first hotel brand after the 2020 sale of its hospitality brand and management platform, which included more than 100 hotels (among them SLS, Delano, Mondrian, and Hyde), 150-plus restaurants and lounges, and more than $4 billion of luxury residential sales.
Project HQ plans to open 50 hotels by 2030—delivering approximately 7,500 rooms—with plans to open 50 percent of its properties stateside and the other half internationally.
“As a global leader for over two decades, we feel uniquely equipped to solve for the unmet needs of the next generation who are eager to engage with culinary excellence and vibrant social spaces that we’ve curated and cultivated with intention,” Nazarian adds.