Rebellious lifestyle hotels bursting with local energy

At SO/ Hotels & Resorts, the soul of the destination contributes an authentic energy, an exotic “sense of place”, encapsulated within each address. Stylish socializers of all origins meet in like-mindedness to feel the pulse of “the place”.

SO/ re-interprets the codes of luxury hospitality through an unconventional attitude, an unmistakably playful and audacious twist to luxury experiences. Each hotel has a distinct personality, style, and even its own fashion statement. The entertainment is fantastic, the food is creative and the atmosphere is vibrant. This is the place to be, and be seen.

  • 9 lifestyle luxury addresses, bold & playful

  • 10+ new exciting addresses in the pipeline

  • 8 countries

Avant-garde Design – Every SO/ address is an avant-garde and sophisticated masterpiece, embellished with vivid design elements, textures, colors and influences of the destination, giving each hotel a one-of-a-kind personality and style.

Playful Entertainment – Whether it is the coolest musical act or the most talked-about pool or beach party in town, or the best rooftop bar with creative cocktails & bites, expect to be energized and entertained with the trendiest, social luxury experiences.

Fashion – SO/ is an artistic vision brought to life by a celebrated name from the ever-so stylish, vibrant and expressive world of fashion. Renowned designers like Monsieur Christian Lacroix, Kenzo Takada, Viktor & Rolf and many more have been creating distinct fashion signatures for respective SO/ addresses from the start, making SO/ the only international fashion-led hotel brand in the world.

5 emblematic addresses

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SO/ Universe on Instagram