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.

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Updated figures as of December 31, 2023

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.

SO/ is located in some of the world’s most vibrant and sociable destinations, including Berlin, Bangkok, Paris and Dubai. Exciting expansion plans will see the brand continue to spread its bold footprint globally.

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.

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Hotel Development

Lifestyle – Part of the Ennismore collective

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Find all the key information you need to develop your hotel with SO/ or one of our iconic brands.

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Residential Model

SO/ Residences are more than a place to call home. They’re part of an audacious lifestyle that demands the very best, with fashion-inspired interiors, immediate access to exclusive restaurants and bars, and staff to take care of the practicalities.