Hospitality Rising: Sam Nazarian Moves sbe Into 5900 Wilshire

We’re not ready to call it “the sbe building” just yet.

In A Sign of Change, my colleague Shayna Rose Arnold reported on the removal of the Variety sign from 5900 Wilshire, the office tower on Wilshire near Fairfax that also houses Los Angeles magazine. For years, Angelenos referred to the white, glass, and steel structure as “the Variety Building.”

Yesterday came news that sbe, the restaurant and nightlife company built by Sam Nazarian, (and known for concepts like the SLS Hotel, Hyde Lounge, and Umami Burger (in partnership with Adam Fleischman)), would be moving into Variety‘s former home inside the building’s top two floors. As part of his new lease, Nazarian gets to slap a bold, black sbe logo at the top of 5900 Wilshire.

sbe told the Los Angeles Times that they would “re-image the space in a manner fitting the building’s inspired design legacy.”

Does a fairy die when a hospitality company succeeds a top entertainment publishing house? Or should we be grateful that commercial real estate along Miracle Mile is still in demand?