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. SO/ is renowned for its signature fashion collaborations, having worked with some of the world’s most hotecelebrated designers, including Guillaume Henry, Christian Lacroix and Viktor&Rolf to create spaces, uniforms, amenities and experiences that feel sartorial and polished.

SO/ is located in some of the world’s most vibrant and sociable destinations, including Berlin, Bangkok, St. Petersburg, and most recently Paris (opened September 2022). Exciting expansion plans will see the brand continue to spread its bold footprint globally, with SO/ Uptown Dubai set to open last summer 2023 and SO/ Maldives to open in November 2023. SO/ is part of Ennismore, a creative hospitality company rooted in culture and community, with a global collective of entrepreneurial and founder-built brands with purpose at their heart.