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Accor selects Gold Coast for Hyde brand debut

Hyde Paradiso will feature an enormous 12-metre bar along one wall

Ultra-trendy lifestyle hospitality brand Hyde will make its Asia Pacific debut on the Gold Coast, Accor has announced, with the luxury entertainment venue to open its doors later this month.

The swanky hotspot from Accor comes as a result of its 50 per cent stake purchase in sbe Entertainment Group last year in which it committed to undertake a calculated expansion of the group’s luxury hospitality venues in key markets outside the United States. Sbe Entertainment had previously flagged its intention to move into the hotel scene with its own acquisition of the Morgans Hotel Group in 2016.

Hyde Paradiso will position itself as a luxury playground for people to mingle in the company of celebrities, athletes and the area’s sophisticated elite. The venue will be open all day as a contemporary beach-themed hub of relaxation before morphing into a pulsing lounge and dining venue in the evenings, creating an energetic environment backed by live music.

Debuting on Los Angeles’ glamour Sunset Strip, the Hyde brand has expanded to lifestyle destinations including multiple locations in and around Miami’s South Beach and Las Vegas, with more than 50 others in the pipeline across North America.

The Sgroppino Room at Hyde Paradiso will be a hub for celebrities and their entourages

Since its stake purchase by Accor, the Hyde brand has also grown to include hybrid beachfront hotels and residential developments.

Accor Pacific COO, Simon McGrath, said Hyde Paradiso would be a “game changer” for the Gold Coast as an energetic venue in which to be seen.

“Our partnership with sbe and its Founder and CEO Sam Nazarian will combine the best of both our worlds to provide unparalleled lifestyle experiences for our guests.”

Nazarian himself added: “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.”

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