Hospitality group sbe has announced the launch of new luxury lifestyle brand House of Originals in partnership with Accor.

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, previously part of sbe’s Morgans Hotel Group.

The House of Originals is a luxury collection of properties from sbe “featuring a bold spirit that challenges and inspires”, which will create a community for guests centred around luxury experiences, iconic culinary and mixology offerings. Five hotels are in the pipeline, with more under discussion in cities including Dubai, London and Paris.

The Sanderson, London

Last year, Accor bought a 50 per cent stake in sbe, which will operate the properties. Sam Nazarian, founder & CEO of sbe said: “At sbe we are always looking to create memorable experiences. I am proud to partner on this project very closely with the Accor team who will provide invaluable support in helping us create a truly international suite of properties.”

Gaurav Bhushan, chief development officer at Accor added: “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… 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.”