SLS hotels sign design deal

17th Sep 2007

SBE Entertainment Group and its hospitality
division, SBE Hotel Group (SBEHG), is signing an exclusive
agreement with luxury Italian furniture manufacturer, Cassina Contract, for the
creation of a collection of furnishings for its new hotel brand, SLS Hotels.  The
line of high-end furniture is being designed by renowned visionary Philippe Starck,
who has a 15-year exclusive agreement with SBE for North America for the design of
its hotels and a six-year North America exclusive for the company’s restaurants and

The unique partnership marries the incomparable talents and creativity of Starck,
known the world over for his trend-setting and irreverent designs, and the exacting
craftsmanship of the Milan-based Cassina Contract.  The furniture will be featured
in the SLS guest rooms and suites, beginning with the brand’s first property, SLS at
Beverly Hills, which will debut in Spring 2008 in what was formerly SBE’s Le
Meridien at Beverly Hills hotel.  Select pieces from M. Starck’s Privé collection
for Cassina, which was unveiled to much acclaim at the 2007 Salone del Mobile fair,
will also be used in the larger SLS suites.


“SBE is thrilled to be partnering with such a widely admired, world-class company,”
commented SBE CEO, Sam Nazarian. “Cassina is a true vanguard in high-end
contemporary furniture, producing the finest quality designs, and SLS Hotels will
serve as the perfect showcase for this magnificent collection which Philippe has



“Innovative visionaries such as SBE and M. Starck are a perfect match for Cassina
Contract,” added Demetrio Appolloni, General Manager of Cassina and Cassina
Contract. “SBE is redefining the very concept of luxury hospitality and we are
honored to be a part of this exciting project.”


For those guests who want to furnish their own homes with these featured pieces, the
furniture will be available for purchase by special order solely through SLS at
Beverly Hills. The exclusive deal was negotiated by M. Starck’s agent in the U.S.,
Michele Caniato, President of the New York-based design brokering agency, Culture &
Commerce Inc.


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