sbe announced the launch of its new global hotel brand, The House of Originals, at the Berlin Hospitality Conference.

The House of Originals is a luxury collection of properties from sbe in partnership with Accor, featuring a bold spirit that challenges and inspires.

The new hotel brand collection will include the Sanderson and St. Martins Lane in London, 10 Karakoy in Istanbul, and the Shore Club in Miami Beach.

Creating a community for guests – predicated on luxury experiences and centred around sbe's iconic culinary and mixology offerings – is the principal philosophy of The House of Originals, while 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. 

“At sbe we are always looking to create memorable experiences," explains Sam Nazarian, Founder & CEO of sbe. "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 adds: “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 five new hotels already 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.”