THEIR STORY
A Journey of Innovation and Global Expansion
Sunset Hospitality Group (SHG) stands as a prominent force in the global hospitality industry, renowned for it's innovative concepts and expansive portfolio. Founded in 2011, SHG has grown from it's origins in the United Arab Emirates to operate across multiple continents, delivering exceptional dining, nightlife, and lifestyle experiences.
Founding and Early Years
Established in 2011 by Antonio Gonzalez and Ahmad Hafez, SHG was built on a vision to create memorable, cross-cultural hospitality experiences. The group's early success was driven by flagship venues such as Tapeo and El Sur, which emphasised a superior service and creative concepts. These establishments positioned SHG as an industry pioneer, setting new standards for modern hospitality.
Entry into Daylife and Initial Expansion
In 2016, SHG expanded into the Daylife sector with the launch of Azure Beach, followed by DRIFT Dubai in 2017 and the nightclub Stage in 2018. This period marked SHG's first steps beyond the UAE, with openings in Kuwait and Bahrain. These ventures highlighted the group's ability to blend leisure and entertainment, contributing to it's growing international presence.
Brand Diversification and Market Growth
The year 2019 was pivotal for SHG, introducing new brands like Mood Lounge and entering markets including the United Kingdom and the Kingdom of Saudi Arabia. In London, SHG established venues such as Amélie, SACHI, and LUUM, which integrate luxury with innovative lifestyle elements. These additions reflect SHG's strategy of adapting global concepts to local markets while maintaining a focus on unique culinary and experiential offerings.
Strategic Acquisitions and European Focus
In 2024, SHG acquired a majority stake in Maximal Concepts Holding, facilitating entry into the USA, Canada, and select Asian markets. This move strengthened SHG's position as a leader in hospitality management. Concurrently, the group has significantly increased its European footprint, with new properties in Milan, Ibiza, Montenegro, and Lisbon, alongside it's established presence in London. These developments emphasise tailored, lifestyle-driven concepts that prioritise innovation and cultural relevance.
Current Status and Outlook
As of 2025, SHG operates 88 properties in 26 countries, supported by a new headquarters in Barcelona. The group's evolving portfolio continues to align with emerging hospitality trends, ensuring sustained growth and relevance. SHG's journey exemplifies ambition, creativity, and a dedication to redefining global hospitality standards.
We’re proud to partnered with their venues, offering you their unique world of dining, nightlife, and hospitality.
IN
LONDON
Each London venue reflects SHG’s signature approach: blending global influences, bold flavours, and a dash of theatrical flair to create memorable experiences at every turn.
SACHI LONDON
Japanese Dining Experience with Whisky and Cigars
LUUM LONDON
Mexican-Inspired Melodies and Ambiance
AMÉLIE LONDON
Amélie offers a refined dining experience that blends timeless French sophistication with a contemporary edge
THE AUBERY LONDON
Recognised as the best and most beloved Japanese restaurant in numerous publications.
Elevating Every Moment.
Whether you’re seeking an exquisite meal, a vibrant night out, or a one-of-a-kind celebration, SHG international venues promise an experience beyond compare.