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.