SO/ announces its debut property in the Middle East

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SO/ has announced its debut property in the Middle East with the SO/ Uptown Dubai. The disruptive art and experience driven property will fully embody the concept of a “Kaleidoscopic Utopia”, reflecting Dubai’s urban charm with the hotel’s convention-defying, colourful and lively design concepts.

SO/ Uptown Dubai, set to open to guests by late 2020, will feature 188 rooms in addition to 215 branded residences. Inspired by edgy and bold architecture, interiors for the luxury property will be brought to life by the Rockwell Group, featuring modular and contemporary elements to elevate the SO/ Uptown Dubai as a beacon of energy, art and entertainment at the heart of Dubai.

The brand’s debut was announced at a signing ceremony with development partner DMCC (Dubai Multi Commodities Centre), a prominent Government entity and the world’s leading Free Zone for commodities trade and enterprise in Dubai.

Ahmed Bin Sulayem, executive chairman, DMCC, said: “DMCC is excited to be the ‘first to say SO/’ by bringing the debut SO/ in the Middle East to our first super-tall tower in Uptown Dubai in partnership with AccorHotels. SO/ is a bold and innovative brand much like the spirit of Dubai and DMCC’s Uptown Dubai district. We are confident this partnership will bring a spectacular destination to market for our customers, at our premium super-tall tower set to disrupt the Dubai skyline as we know it”.

The signing marks AccorHotels’ entry into DMCC’s upcoming world-class smart district, Uptown Dubai. With monumental developments including seven high rise towers atop seven levels of podium, the central plaza of Uptown Dubai aims to raise the district to the same scale of global destinations such as New York’s Rockefeller Center and Berlin’s Sony Center. Uptown Dubai is set to become the go-to destination for lively shopping, dining, entertainment and cultural experiences.

Commenting on the agreement, Sami Nasser, chief operating officer, luxury brands, AccorHotels Middle East said: “Dubai is the perfect destination to launch one of our most sought-after luxury lifestyle brands, SO/, through our debut partnership with DMCC (Dubai Multi Commodities Centre). As a brand, SO/ encapsulates the spirit of Dubai, reflecting the city’s ambitious drive to reach unscalable heights, while celebrating the blend of cultures and experiences the city has to offer through its bold, avant-garde design, vivacious energy and world-class amenities.”“The brand’s debut within Uptown Dubai’s first super-tall tower, a high-profile project similar to SO/ in its playful reinterpretation of luxury, will undoubtedly position the property as a landmark within an increasingly competitive hospitality industry,” Nasser concluded.

With dazzling commercial, retail, hospitality and dining components, Uptown Dubai’s first super-tall Tower, where Sofitel Uptown Dubai will be located, is set to become a significant addition to the Dubai skyline, through its contemporary architecture conceptualised by Adrian Smith and Gordon Gill Architecture, the visionaries behind the iconic 828 meter Burj Khalifa.

The development will also feature 215 glamourous SO/ Residences, located on the upper-most floors of Uptown Dubai’s first super-tall tower. The limited collection of private residences is the first from SO/ to be made available in the Middle East. Residential services will include in-residence dining and dedicated lifestyle concierge services. Residents will also enjoy access to exclusive facilities including a MIXO residence lounge with Resident DJ, private fitness area and swimming pool. The residences will range from 67-square-metre one-bedroom units to spacious 261-square-metre four-bedroom penthouses while offering unparalleled views of the Dubai skyline and Arabian Sea.

With six SO/ hotels in operation in Thailand, Singapore, Mauritius, Berlin and St. Petersburg, SO/ Uptown Dubai will join 10 highly anticipated SO/ openings worldwide within the next five years. SO/ properties combine sophisticated elegance with the style, art and energy of each hotel’s locale. Encapsulating a rebellious lifestyle experience, each hotel is an avant-garde masterpiece, integrating architecture and design as art through collaborations with world-renowned designers including Karl Lagerfeld, Kenzo and Christian Lacroix.
Described as the ‘place to be seen’, each SO/ property is geared towards the trendsetters of society and showcases a signature SO/ Look, crafted scent and audacious music, transforming it into an upbeat urban destination.

Inspired by a focus on innovative gastronomic experiences, the hotel will feature the MIXO lounge bar, HI-SO bar, lobby lounge, an all-day dining restaurant, in addition to the Sky Bar & Lounge. The luxury property will also house a re-imagined meeting hub, including a ballroom, board room, business centre and pre-function space for corporate and social events. Reflecting the brand’s ethos for creating idyllic and indulgent moments, a 1400-square-metre SO/ SPA, top-end SO/ FIT fitness centre and health club equipped with the latest innovative facilities, personal classes and swimming pool, complete the wellness journey.

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