SLS Hotel South Beach Celebrates It’s Official Soft Opening

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Jose Andres, Sam Nazarian, Albert Merts, & Arash Azarbarzin

SLS Hotel South Beach Opens with Ringing of the Bell Ceremony and Private Reception

Celebration marked the first sbe opening on the East Coast Aligning all of its notable brands under one roof

Miami – On Tuesday, June 26, 2012, SLS Hotel South Beach celebrated its official soft opening with a Ringing of the Bell ceremony and private reception at Miami Beach’s newest addition to Collins Avenue. SBE Founder, Chairman and CEO Sam Nazarian, along with sbe President Arash Azarbarzin,  SLS Hotels Culinary Director José Andrés, SLS Hotel South Beach General Manager Albert Mertz and Miami Beach Vice Mayor Jerry Libbin, welcomed South Florida community leaders and tastemakers to commemorate the brand’s highly anticipated arrival to the East Coast. This is also the first time sbe aligns some of its most celebrated brands on one property, including The Bazaar by José Andrés, Katsuya by Starck and Hyde Beach, creating the ultimate guest experience.

Hundreds of Miami’s influencers mingled in all areas of the hotel designed by creative icon Philippe Starck, and were instantly enveloped by a blend of Latin, Asian, contemporary and art deco design upon arrival. Guests enjoyed a selection of small plates from The Bazaar by José Andrés, providing traditional Spanish tapas like the Bao Con Lechon and Chicken Croquetas, which were served out of a clear sneaker dish; and Katsuya by Starck, featuring traditional Japanese cuisine with a twist, such as Salmon Caviar and Spicy Tuna Crispy Rice. A wide array of creative cocktails, including the Le Grand Saint Sparkling Vodka Pineapple Express, the GREY GOOSE Cherry Noir Wild Cherry, and Caipirinhas served out of specialty carts, all from the brand’s award-winning mixology program were also served.

The sbe team welcomed a noteworthy roster of attendees, including Emilio Estefan, Lisa Pliner, Alonzo Mourning, Susanne Birbragher, Criselda Breene, Arin Maercks & Christina Getty-Maercks, Sam Robin, Suzy Buckley, David Martinez & Michelle Bernstein, Morton and  Stephanie Sayfie-Aagard for a first look at the year’s most highly anticipated hotel opening.

Emilio Estefan & Jose Andres
Sam Nazarian, Alonzo Mourning, & Jose Andres
Lisa Pliner & James Davis





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