Partnerships often take time to demonstrate success and even more to deliver results that exceed expectations. The partnership between sbe and The Related Group, however, was a smash from the start. The Related Group and sbe collaboration has proven to be a formidable strategic partnership, marking the inception and rapid expansion of sbe’s residential arm. The two company’s CEOs, Jorge Pérez and Sam Nazarian, have forged highly successful projects throughout South Florida, including the SLS Hotel & Residences Brickell, SLS LUX Brickell, Hyde Resort & Residences and Hyde Beach House Hollywood, the recently launched Hyde Beach Kitchen + Cocktails in Hallandale Beach and Hyde Suites & Residences Midtown.
Sam Nazarian, founder, chairman and CEO of sbe, is a leader in global hospitality and entertainment, with outposts around the world. He is highly focused on service and luxury with a propensity to deliver an immersive design-centric experience. Arash Azarbarzin, president of sbe Hotel Group, has more than two decades of successful hotel and restaurant experience. Partner Pérez is founder, chairman, and CEO of The Related Group, the nation’s leading builder of luxury condominiums and multi-family residences. The Related Group has demonstrated repeated success through recognized developments within its project portfolio. Carlos Rosso completes the forceful partnership, serving as The Related Group’s executive vice president. Rosso has developed a countless number of properties over his career. The merging of these two companies creates a sum even greater than its billion-dollar parts, with an emphasis on both art and design. Although there could be, there are no egos here, and the two super-men bring out the best in each other. Nazarian, who has always admired Pérez, recalls how great it was to work with Jorge back in 2004 when sbe bought the Ritz Plaza, stating, “I think it’s his ability to see unbelievable win- win situations when it comes to community, development, design and content. Everything Related does matches in many ways what we like to think we’re good at.”
There’s no doubt that both of these companies are revolutionary in the industry. So how and why did these companies decide to collaborate in the first place? “They are completely aligned with us,” states Rosso. “It’s great to find a group of guys that are 100% flexible and that work at our speed. We are on our sixth job already with sbe, and we are looking at expanding,” he adds.
Sitting inside the stunning Hyde Beach Kitchen + Cocktails, a three-floor venue in Hallandale born from the creativity of the sbe/Related Group collaboration, it’s almost impossible not to be charmed by the energy and atmosphere of the restaurant. “[The beach club] is much more of a culinary experience. From our standpoint, we like to look at places that are pretty [and have a lot of energy.] We look at the energy of the staff, the energy of the people coming in. That helps with the experience,” shares Nazarian. The Hyde Beach Kitchen + Cocktails project is just one of a handful of highly successful projects launched by the dynamic collaboration of sbe and The Related Group.
Art is never far away from the creative minds behind Related and sbe projects. It is a grand inspiration behind both companies’ past and future ventures. Both Sam Nazarian and Jorge Pérez value art as a part of design when creating their brand of luxury, lifestyle experiences. Nazarian explains, “It always comes from the leader down. Just look at Jorge’s commitment to art… contemporary art. His office is like a museum!” He adds, “That kind of inspiration continues down to these projects.” Art of design and art of experience is how Nazarian explains the inspiration he instills in these projects. Nazarian points out that, “We [sbe and Related] look at what we do as an art [form]. From the way the food is prepared, to the concept of the food, the art of service and the art of design.” He adds, “There is a fabric of DNA that ultimately doesn’t make us a photocopy of a photocopy.”
These two innovative companies are clearly breeding projects that are taking lifestyle experiences and living to new heights. Take, for example, Hyde Beach House Resort Condominium and Residences in Hollywood, which pairs a cool urban vibe with a tranquil beach ambiance. The building, designed by renowned architects Cohen, Freedman, Encinosa & Associates, will be comprised of 77 decorator-ready condominium units and 265 beautifully finished and furnished resort condominiums, all decorated by Debora Aguiar in a contemporary take on the beach house. The site’s beach club, Hyde Beach Kitchen + Cocktails, is adjacent to it. The much-anticipated structure is set to tower 40 stories above the Intracoastal Waterway. SLS Lux Brickell will boast 84 luxury hotel suites, 450 SLS-branded condo residences and a collection of sbe’s retail, spa, and food and beverage concepts. It will also showcase the design brilliance of Yabu Pushelberg, who has developed a signature aesthetic for SLS Lux Brickell’s public spaces which elegantly embrace cityscape living and playing.
Hyde Suites & Residences Midtown is poised to be the coolest spot in all of Midtown, boasting 60 hotel rooms and 410 luxury condominiums. Arquitectonica designed the building and David Rockwell will finish the interiors with tech-minded, culturally fluent young professionals in mind. Hyde Midtown will feature chic food and beverage outlets, a pool and expansive deck, spa and fitness center facilities, and meeting and event spaces.
The Related Group and sbe strive to deliver a leading lifestyle experience to their consumers. Pérez states, “Everything we do is a reflection of my whole being. I don’t want to be in a place that people say is good. I hate the word ‘good;’ I want it to be great. Good is just average and I don’t want that. Our bosses are the public, they’re the ones who are going to determine who we are.” As for the profile of their ideal buyer, Pérez explains, “It’s a person that appreciates beauty and that wants to be in an environment engulfed by it.”
When asked about what makes the sbe/Related partnership so successful, Pérez responds, “I think we’re excellent at developing and designing. I think sbe is skilled at creating great lifestyles. Both of those concepts together, is what we want to merge to provide an unparalleled living experience to the people that live and rent and stay at our hotels and buy our condominiums.” This is only the beginning of the road for the two companies. There are plans to bring SLS to Mexico City as a result of the highly successful partnership. “We’ve got lots of things we’re trying to work on,” states Pérez. From the looks of their sold-out projects and future plans, the partnership not only has the right formula for success, but has also exceeded the expectations for luxury, dining and lifestyle living.
This story is featured as the cover story in the premiere issue of Haute Residence magazine. Click here to flip through the digital magazine.