While many details are still under wraps, hotelier, restaurateur and nightlife impresario Sam Nazarian is set to launch his as-yet-unnamed wellness brand in Reuben Brothers’ Century Plaza development in Century City, next to the 726-room Fairmont Century Plaza hotel, with a planned opening at the end of 2024.
The property, which will be developed in partnership with Fountain Life, will be the first of several projects for the new brand, and while it remains to be seen whether the project will include a hotel component, Nazarian is looking to leverage sbe’s hospitality expertise to transform the often challenging clinical process into an engaging and endearing experience.
The new brand is expected to be launched in September and will be led by sbe, offering prevention, precision diagnostics and wellness experiences. Supported by Fountain Life and other global companies in the healthcare and wellness sector, and fully overseen by sbe, the company will focus on detecting, preventing and eliminating conditions that shorten lifespan, sap quality and vitality.
Founded in 2020 and run by Fountain Life, the facility aims to provide diagnosis and validated treatments in a warm, welcoming environment with a focus on individualized care.
In December, Reuben Brothers signed on three high-end restaurants, including Miami favorite Kyu, New York sushi spot Sushi Noz and Greek tavern Estiatorio Milos, for Century Plaza to help revitalize the shopping center.
Late last year, sbe announced it was re-entering the hotel industry with Project HQ Hotels & Residences, a smart lifestyle concept launched through a strategic partnership with Wyndham Hotels & Resorts.
Earlier this month, sbe announced it had signed its first Project HQs, including plans for the renovation of Royal Plaza & Villa Toscana in Montreux, Switzerland and Park Avenue House in Detroit, Michigan.
A representative for SBE told Hotel Investment Today that capital for the Montreux property is being led by SBE and a new ownership group, while new developer Alter Mile Group and its partners are developing the previously troubled Detroit property, which reportedly had lenders seeking foreclosure with a bankruptcy trustee in late 2023 after the previous owner defaulted on its debt.
Construction on both facilities is expected to begin later this year and resume in late 2025.
