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

1185

COUNTRIES

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.

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, 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.

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/ Auckland

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?

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

Factsheet

A fashion statement

Avant-garde &
Stylish