SO/ | Hotel Brands Introduction

SO/

Perfect Combination of Hotels and Fashion

Fashion, Socializing and Values: A Trifecta of Experience

SO/ Hotels understand that true luxury isn't just an accumulation of material wealth, but a ceaseless pursuit of a fulfilling life. The hotels captivate guests not only with premier facilities but also emotionally resonant designs and art pieces that truly touch the soul. Each SO/ Hotel is more than stylish setting, It's a social hub for like-minded individuals. Every So/ Hotel is crafted by renowned fashion designers, bestowing a unique spirit upon each location. From Kenzō Takada's mark on SO/ Mauritius and Karl Lagerfeld's flair in SO/ Singapore to Monsieur Christian Lacroix’s artistry in SO/ Bangkok and Polpat Asavaprapha’s genius in SO/ Hua Hin, these creative minds don't just arrange interior spaces; they manifest a lifestyle. SO/ Hotels offer a lifestyle experience, where every detail, from the décor to the social vibe, is finely tuned to create a space where guests can find their own version of extraordinary. SO/ Hotels provide not just unforgettable moments, but meaningful ones, ensuring each visitor finds their own unique place in a world of universal beauty.

SO/ Collections

The most comfortable and noble service experience

9 hotels

SO/ Berlin Das Stue

Berlin • Germany

Tucked at the edge of the leafy Tiergarten and close to all the hot spots, SO/ Berlin Das Stue creates a boutique ambience in its 78 rooms and suites, which are among the city’s largest. Inside, animal motifs give a tip of the hat to the Berlin Zoo, next door.

Susanne Kaufmann’s eponymous spa is an organic oasis. Catalan chef Paco Pérez garnered his fifth Michelin star for the Mediterranean gastronomy at Cinco, the signature restaurant at SO/ Berlin Das Stue. His avant-garde tasting menus, with as many as nine courses, are reason enough to stay at Berlin’s first luxury boutique hotel, located in the former Danish embassy building.

SO/ Auckland

Auckland • New Zealand

So hip, so vibrant: SO/ Auckland is the trendiest melting pot in the City of Sails. Located downtown in the lively Britomart district, this 130-room “rebellious lifestyle” hotel bursts with dynamic energy emanating from the decadent black-walled lobby up to the HI-SO rooftop bar with its Instagram-worthy views of Waitemata Harbour.

Michelin-starred chef Marc de Passorio leads diners on a gastronomic journey at Harbour Society restaurant; fashionable boutiques, galleries, and waterfront nightlife are a short stroll away.

SO/ Vienna

Vienna • Austria

SO/ Vienna is so lively, expressive and energetic so that even experienced travelers are constantly fascinated. The playful and consciously deliberately rebellious interpretation of luxury makes it a dazzling addition to the local hotel scene. Award-winning cuisine and an impressive view over Vienna are part of the "Just Say SO" Service. SO/ Vienna has a spectacular view over Vienna and St Stephen's Cathedral. The Donaukanal’s unusual bars aren’t only for sun-seeking locals. Discover Vienna's lifestyle and culture. Take a walk along the canal to see the exciting street art along the canal and visit the Old Town and its attractions. Vienna's Prater is also close to SO/ Vienna and invites you to visit.

SO/ Hua Hin

Hua Hin • Thailand

The playful and stylish SO/ Sofitel Hua Hin is located directly on Cha Am beach with historical eminent Hua Hin, an aristocratic retreat. The resort is equipped with 100 SO guestrooms and nine exclusive SO Pool Villas with two distinct room styles: SO Nature, a mix of simple natural elements and lavish French refinement; SO Arty, blending the sophistication of the past with chic, contemporary design. The resort benefits from the creative signature of fashion designer, Polpat Asavaprapha.

SO/ Bangkok

Bangkok • Thailand

Whether it’s business or leisure, a spa day or a party night, SO/ Bangkok’s luxurious amenities and accommodations will enrich any stay. Restaurants, bars, an executive lounge, meeting rooms, fitness and spa facilities unfold in sophisticated urban charm. Adding to the appeal is our 5-Star Bangkok hotel promotion, welcoming you with the best value for your money. SO/ Bangkok enhances your experience with hotel special offers that are updated regularly on our website. But one thing that never changes is our commitment to excellence and guarantee of an outstanding stay.

SO/ Sotogrande

Marbella • Spain

At the westernmost point of the Costa del Sol in sunny, southern Spain, where world class golf courses roll down to the Mediterranean Sea, SO/ Sotogrande Spa & Golf Resort awaits your arrival. Sheltered from inquisitive eyes in the Andalusian countryside, live life the Spanish way for a family holiday, costa del golf vacation or spa break at this brand new 5 star wellness retreat. To create a soulful hotel experience, SO/ takes the essence of a destination, blends that with a generous dash of playfulness, heaps of audacity, and adds a zesty twist of French joie de vivre.

SO/ Paris

Paris • France

Designed as a gallery, SO/ Paris shines a new light on Parisian fashion, art, architecture and avant-garde design: uniforms by Guillaume Henry and, iconic art features throughout the hotel, from Neïl Beiloufa in the lobby, Thomas Fougeirol in the bedrooms and Olafur Eliasson's immersive installation on the 15th and 16th floors. A perfect base for the stylish traveller, SO/ Paris has 162 elegant rooms and handsome suites with striking views over of the Parisian rooftops, the Seine and the city's landmarks.

SO/ Maldives

Male • Maldives

Welcome to paradise re-imagined. This avant-garde island resort features a statement collection of bespoke beachfront and over-water villas with panoramic views of the turquoise Emboodhoo Lagoon. The vibrant 5-star island of SO/Maldives is designed to be explored. A 15-minute speedboat ride from Malé International Airport whisks you away to a private island in this idyllic archipelago overlooking the Emboodhoo Lagoon. Introducing a new generation of luxury for modern adventurers. Epitomising modern luxury with signature artistic flair, SO/Maldives has curated a stylish collection of 80 beachfront and over-water villas designed for open plan living with panoramic ocean views. Each with a private pool and deck, whichever villa you choose the idyllic water is just steps away.

SO/ Uptown Dubai

Dubai • United Arab Emirates

Discover SO/ Uptown Dubai. A new city hotel in a dazzling high-rise with gourmet dining experiences, cutting edge mixology and next generation wellness. Fusing luxury with creative expression, SO/ Uptown Dubai has 188 design-led rooms and statement suites with unrivalled views of Dubai’s skyline, marina, Jumeirah Beach and beyond. Always with a window on the city, our chic and spacious rooms are bold and eclectic with indulgent marble bathrooms.

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