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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

9

NUMBER OF ROOMS

1408

COUNTRIES

9

HOTELS IN PIPELINE

15

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

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.

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?

Check out the SO/ factsheet below. For more development
information, visit Develop with us or Get in touch.

Factsheet

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