sbe unveils innovative lifestyle brand The House of Originals

by | Mar 31, 2019 | Chains

The 10 Karaköy in Istanbul, one of the new brand’s first properties

Accor partners with sbe hospitality group to launch a new luxury lifestyle brand, focused on fostering a global community

A new venture between French hotel giant Accor and hospitality group sbe was announced at the recent Berlin Hospitality Conference.

The result of the partnership will be a new luxury lifestyle brand, The House of Originals, and will aim to create a global network of guests and properties.

We find out more.

The House of Originals goes global

Catering to the discerning contemporary traveller is no easy task, but the new luxury lifestyle brand set to be launched by sbe hospitality group is aiming to take what lifestyle hotels offer their guests to the next level.

The House of Originals is a new, global luxury lifestyle brand by sbe in collaboration with Accor, whose properties are intimately tied to their destination.

This unique collection will involve the rebranding of certain existing, iconic hotels, such as the Sanderson and St. Martins Lane in London, 10 Karaköy in Istanbul and the Shore Club in Miami Beach.

Gaurav Bhushan, Chief Development Officer at Accor, says, “The lifestyle market continues to grow rapidly and has one of the 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 already 5 new hotels in the pipeline and an exciting pipeline underway in key gateway cities such as Dubai, London and Paris, this brand brings a new lifestyle flavour into the Accor portfolio.”

Fostering a global community

The House of Originals will tap into sbe’s famous culinary and mixology cultures, elements which are central to socialising and making new acquaintances and friends.

It is at the heart of The House of Originals’ ethos to create unrivalled, luxury lifestyle properties where like-minded individuals looking for a unique experience can stay and become part of The House of Originals global community in the process.

The rebranding of the existing hotels marks a shift in direction towards a fresher, more modern identity.

There are five new locations in the brand’s pipeline, and Sam Nazarian, founder & CEO of sbe, says, “At sbe, we are always looking to create memorable experiences. 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.”


Let’s take a look at a few other projects currently underway by Accor:


Swisshotel Citystars Sharm El Sheikh Hotel & Residences 


Sofitel Legend Hotel Casco Viejo 


Raffles Boston Back Bay Hotel & Residences 


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