US celebrity hangout to hit the Australian market

Accor has chosen Australia as the first Asia Pacific market to launch its luxury lifestyle hospitality brand Hyde. 

Global behemoth Accor's acquired a 50% stake in Hyde owner sbe in October 2018. 

Opening in Surfers Paradise on the Gold Coast this month, Hyde Paradiso will be a fashionable playground (read restaurant/bar/club) that its developers say is inspired by Los Angeles' famous Sunset Strip. 

The venue will open all day and evolve into an evening lounge and dining experience.

Simon McGrath, Chief Operating Officer of Accor Pacific, said: “We are extremely excited to open the first sbe venue for Accor in Australia, on Queensland's Gold Coast. 

"Our partnership with sbe and its Founder and CEO Sam Nazarian will combine the best of both our worlds to provide unparallelled lifestyle experiences for our guests. Hyde Paradiso will be a game changer for the Gold Coast, which is befitting of a sophisticated and energetic venue which will become the place to see and be seen by the sea.”
Sam Nazarian, Founder and CEO of sbe: “Everyone at sbe is hugely excited to expand our hospitality brands through the strategic partnership with Accor and to work closely with Simon McGrath and his talented team. 

"Australia is such a welcoming, youthful, and dynamic market full of growth opportunities for our brands, and we couldn't be more thrilled to launch Hyde on the Gold Coast. We look forward to bringing more of our brands, dining and entertainment experiences to Australia and across the globe with Accor in the future.”

Hyde has evolved from its Sunset Strip flagship (a popular celebrity hangout) to include locations in South Beach, Las Vegas, Downtown LA, Miami and more to come across the United States and beyond. 

Hyde is one of sbe's leading hospitality and residential brands including SLS, Delano, Mondrian, The House of Originals (Sanderson, St. Martin Lane, 10 Karakoy and Shore Club) and The Redbury Hotels. 

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