Lifestyle hospitality company Sbe is branching into longevity and wellness with a new brand of properties, the first of which will open in LA’s Century Plaza development by the end of 2024.

Sbe has leased almost 13,000sq ft of space at the six-acre development – owned by private investment group Reuben Brothers – to unveil its flagship 'six-star longevity and preventative medical-wellness destination'.

The space will be operated by Fountain Life – a leader in the longevity industry since 2020, offering advanced diagnostics and vetted therapeutics for those seeking a longer, healthier life.

Though the venture's name is still under wraps, it promises a precision-led diagnostic and wellness experience powered by Fountain Life and other leaders in healthcare and wellness. The venture will focus on finding, preventing and eliminating conditions that shorten life span and sap quality of life and vitality.

Sbe says the brand and its portfolio of properties will leverage its expertise in elevated hospitality to transform the daunting clinical process into an inviting and endearing experience.

A formal brand launch is scheduled for Q3, with the Century Plaza centre opening later in 2024.

"Our partnership with Sbe and David Reuben will make Fountain Life's cutting-edge diagnostics, therapeutics and functional medicine expertise available at an incomparable location in one of the nation's most important markets," said Dr Bill Kapp, CEO and co-founder of Fountain Life.

“We’re a team of market leaders working to create a premier health and wellness destination that will empower individuals to take control of their health and extend their longevity."

About Fountain Life

Fountain Life brings together renowned scientists and physicians with advanced, AI-powered diagnostic tools to detect disease ahead of symptoms, boost longevity and performance, and put health back in healthcare.

Learn more about Fountain Life’s advanced biometric data gathering programme in Spa Business’ first-person report here.

About SbeEstablished in 2002 by founder and CEO Sam Nazarian, Sbe is a privately-held, lifestyle hospitality company that develops, manages and operates high-end hotels, restaurants, lounges and nightclubs.

About Century Plaza

Century Plaza, Reuben Brothers' US$2.5 billion development, is situated along Avenue of the Stars at the crossroads of LA's cultural, artistic and entertainment pulse in Century City.

The development encompasses Fairmont Century Plaza Hotel & Residences, the Park Elm twin residential towers and nearly 100,000sq ft of wellbeing, retail and dining spaces.

Reuben Brothers has ambitions for Century Plaza to become the city's paramount destination, offering top-tier living, dining, boutique shopping and holistic wellbeing experiences.