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.

10
Hotels
1,660
Rooms

Welcome to the World of SO/

Discover the brand’s universe and a selection of flagship properties

Avant-garde

Stylish

The SO/ Experience

Discover the elements that bring the brand vision to life

A Stylish Dress Code

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

A Seasonal Campaign

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

An Invite to the Front Row

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

A Stylish Dress Code

A Seasonal Campaign

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

An Invite to the Front Row

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

Ennismore

SO/ is part of Ennismore, a global collective of entrepreneurial and founder-built brands with creativity and purpose at heart. Founded in 2011 by entrepreneur Sharan Pasricha, Ennismore entered a joint venture with Accor in 2021, creating a new autonomous entity and the world’s largest and fastest-growing lifestyle hospitality company: 16 brands and two independent F&B groups with 180+ hotels and 140 in the pipeline, over 500 restaurants and bars, and a network of 45+ branded residences.

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SO/ Highlights

PRESS RELEASE
13.10.2025
Ennismore To Open The First Lifestyle Allinclusive Resort In Ras Al Khaimah
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PRESS RELEASE
25.07.2025
Building an award-winning apprenticeship programme with Anna Ferrari of SO/ Vienna
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UPCOMING OPENING
SO/ Budapest, premier hôtel de la marque en Hongrie, ouvrira en 2026 avec 350 chambres dont 56 suites et 2 présidentielles.