A fashion statement
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
PROPERTIES IN PIPELINE
We take traveling in style to a whole new level. Renowned for its signature fashion collaborations, SO/ has worked with some of the world’s most celebrated designers, including Guillaume Henry, Christian Lacroix and Viktor&Rolf to create spaces, uniforms, amenities and experiences that feel sartorial and polished.
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.
SO/ is located in some of the world’s most vibrant and sociable destinations, including Berlin, Bangkok, and most recently Paris. Exciting expansion plans will see the brand continue to spread its bold footprint globally, with SO/ Uptown Dubai and SO/ Maldives set to open in 2023 and 2024.
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.
You may also like
Grounded in the spirit of discovery, the fantasy of nightlife and the adventure of connection – anything can happen at Hyde.
The home of lavish and extraordinary experiences, coupled with a playful ambiance always delivered with a mischievous wink.