Project HQ announces first hotels in Montreux and Detroit

3 Jun 2024 by Mark Caswell
Rendering of HQ Montreux Hotel & Spa (image supplied by Bacchus Agency)

Hospitality group sbe has confirmed the first two locations for its new lifestyle hotel brand Project HQ.

As previously reported, the new concept is a partnership with Wyndham, with HQ hotels set to join the group’s Registry Collection.

It also marks the return of sbe to the hotel space – the group sold the remaining stake in brands including SLS, Delano, Mondrian and Hyde to Accor (which then placed them within its joint venture Ennismore division) in 2020.

The partnership is targeting 50 properties by 2030, with a mix of 80 per cent conversions and 20 per cent new builds.

The first two hotels will be conversions of the existing The Royal Plaza & Villa Toscane in Montreux, Switzerland; and the Park Avenue House in Detroit.

HQ Montreux Hotel & Spa is set to open in 2025, and will feature 155 rooms and 42 residences across two villas connected by a first floor glazed passageway.

Facilities will include two signature restaurants, a lobby cocktail bar, coffee shop, a spa and fitness centre.

Rendering of HQ Detroit Hotel & Spa (image supplied by Bacchus Agency)

Meanwhile HQ Detroit Hotel & Spa will offer 174 rooms, a specialty restaurant and a cafe. A scheduled opening date for this property has yet to be announced.

Sbe said a further ten Project HQ locations were under discussion, across a mixture of adaptive reuse and conversion developments.

Commenting on the news Sam Nazarian, founder and CEO or sbe, said:

“In the 22 years since establishing sbe, we have always been looking around the corner and understanding the ever-changing landscape of consumers – the tidal wave of consumers coming into the marketplace from the Millenial, Gen Z and Latino audience is staggering.

“They’re eager to partake in communal celebrations, create new memories and cherish moments of wonder – and we’re creating the spaces to do just that. Having established our first locations in Montreux and Detroit, we’re steadfast in our commitment to meeting the evolving desires of upcoming generations.

“This marks the genesis of Project HQ, and we eagerly anticipate unveiling more exciting initiatives in the months ahead, alongside Geoff Ballotti and his tremendous Wyndham team. With our sights set on the future, we aim to build tremendous momentum as we continue to innovate and inspire.”

Wyndham launched the Registry Collection within the luxury and “smart lifestyle” space in 2021, and debuted the brand in Europe last year with the opening of Ajul Luxury Hotel & Spa Resort.

Wyndham opens first Registry Collection property in Europe

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