SO/

Feel the pulse.

Playful • Audacious • Rebellious • Energized

The epitome of rebellious luxury, SO/ combines the vibrant personality and avant-garde style of a designer hotel with the distinct positioning of a high-end, fashionable lifestyle brand. Audacious, playful, sophisticated and bursting with local energy, SO/ is the place to be and be seen.

  • 9 9
    hotels
  • 1,349 1,349
    rooms
  • 8 8
    countries
  • 11 11
    hotels in the pipeline
  • 2,129 2,129
    rooms in the pipeline

Fashion.

SO/ is an artistic vision brought to life by a celebrated name from the ever vibrant and expressive world of fashion. From internationally renowned names like Christian Lacroix (SO/ Bangkok) to Kenzo Takada (SO/ Mauritius), Karl Lagerfeld (SO/ Singapore) to Viktor & Rolf (SO/ Berlin Das Stue), and Ralph & Russo (SO/ Uptown Dubai) to Guillaume Henry (SO/ Paris). Each hotel is a fashion statement in its own rights: distinct hotel emblem and staff uniforms, iconic art & design collectibles, exclusive guest amenities, signature hotel spaces etc.

Playful Entertainment.

SO/ is where locals and travellers meet in like-mindedness to experience the energy of ‘the place’, to be energized and entertained. At SO/, guests are thrilled with fashionable and social luxury experiences that capture the vivacity and vibe of the locale - the trendiest of local scene.

Avant-garde design.

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


SO/ Universe on Instagram

Key Properties

Current Flagships

Upcoming Openings

Hotel Development

Lifestyle - Luxury International 5 stars

Choose SO/ for your hotel project

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

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