A fashion statement

Avant-garde &
Stylish

SO/ is a coveted collection of hotels, rooted in the world of fashion. Making its stylish debut on the global hotel scene in 2011, SO/ continues to command attention with its avant-garde design and creative approach to the world of luxury.

NUMBER OF HOTELS

NUMBER OF ROOMS

1237

COUNTRIES

HOTELS IN PIPELINE

We take traveling in style to a whole new level. With artistic influence from the expressive world of fashion, each SO/ address is a fashion statement and masterpiece. Partnering with renowned local and international designers like Christian Lacroix, Karl Lagerfeld, Viktor & Rolf, Guillaume Henry and more, they infuse their creative vision into the hotel’s visual identity, team uniforms, iconic art and décor, to curate spaces that exude an ultra-chic social vibe.

Brand Pillars

A stylish dress code

Inspired by our destination’s iconic sense of style, we celebrate a love for the joy dressing up, where great tailoring and styling meets a backdrop of considered construction and flawless accessorising.

A seasonal campaign

We create statement moments with global fashion collaborations that ensure our physical and digital spaces are always evolving to reflect the seasons of style.

An invite to the front row

Through partnerships and ongoing programming we connect with the wider fashion industry to support and host existing and emerging talent.

Destinations

SO/ is located in some of the world’s most vibrant and sociable destinations, including Berlin, Bangkok, St. Petersburg and Singapore. Exciting expansion plans will see the brand continue to spread its bold footprint globally, with SO/ Paris set to open in 2022 followed by SO/ Maldives in 2023.

White sofas with multi-coloured cushions under a canopy on an outside terrace

SO/ Sotogrande

Indoor swimming pool with floor to ceiling windows showing a city skyline at dusk

SO/ Vienna

Very wide steps leading up to an outside seating area

SO/ Hua Hin

Grand staircase with large crocodile skull in front of it

SO/ Berlin

Empty tables in a rooftop restaurant beside a large window at sunset over the city

SO/ Vienna

Turquoise blue swimming pool with a city landscape in the background

SO/ Bangkok

Restaurants & Bars

You can always expect the finest and most intriguing dining and drinking experiences at SO/. From our food market-style dining to our high-energy rooftops and cosy lobby café & bar, every hotel serves up a vibrant range of authentic local delights, international favourites, and imaginatively crafted cocktails, all with an unmistakable SO/ twist.

Develop with us

We’re always on the lookout for exciting new projects. If you are interested
in collaborating with us, and want to hear more about our brands,
requirements, and operating structures, we’d love to hear from you.

Is SO/ the perfect brand for you?

For all the development information you need on SO/,
get in touch through the link below.

Get in touch

A fashion statement

Avant-garde &
Stylish