Ennismore to launch SLS brand in Europe

Ennismore has signed an agreement with ActivumSG Capital Management to bring its SLS lifestyle brand to Europe for the first time.

Slated to open in the second half of 2024, the 490-key hotel will be located on the northeast side of the Barcelona’s 22@ district – a former industrial area which has been transformed into a hub for innovation, technology and start-ups.

As such, SLS Barcelona will occupy the last seafront plot in metropolitan Barcelona available for hotel development – a 31,326m² development next to the beach and facing the marina.

Operated by a modern, lifestyle brand with a playful edge, SLS Barcelona will provide roof-top dining and bars as part of a distinctive food and beverage offer. The hotel will feature three swimming pools, a 772m² ballroom, a spa and beauty salon and a well-being and fitness centre.

“Opening in Barcelona is a massive statement of our ambitions to grow the SLS brand in Europe,” explains Chadi Farhat, SLS Brand Chief Operating Officer, Ennismore. “SLS Barcelona is in a great location that offers so much to guests. We’re excited at creating the ultimate luxury destination that guests will be torn to leave if they choose to explore the other delights of this great city.”

“SLS Barcelona will be a distinctive glamorous lifestyle destination, supported by the powerful reach of the Ennismore and Accor’s distribution network,” comments Saul Goldstein, Founder and Chief Executive Officer of ActivumSG. “We couldn’t be happier to have SLS as our operating partner since it’s completely aligned with our vision to fill the gap in the lifestyle hotel market in this major European travel destination. It’s a fantastic result for our hotel strategy of creating great hotels in the best locations as the industry recovers from the pandemic.”

Ennismore is leading the way in the lifestyle segment, with its collective of 14 brands representing 92 operating properties across 26 countries, over 150 in the pipeline and over 150 restaurants and bars. With seven properties in Beverly Hills, Miami, Bahamas, Cancun, and Dubai, SLS is set to open two additional properties in Puerto Madero, Argentina, by May of 2022 and Scottsdale by 2023.