Launched at the end of 2010 in Mauritius, the So/ brand is starting to really take off as it sets out to conquer the world's major cities. Sofitel's trendy offshoot has announced a number of major openings in 2018, enabling the brand to double its presence worldwide.
After Mauritius, then Bangkok and Singapore - three hotels magnified by the participation in their creation of great names such as Kenzo, Christian Lacroix and Karl Lagerfeld respectively - So/ is setting its pennant on one of Berlin's finest design hotelsDas Stue. Already effective, the takeover of this 78-room hotel housed in the former German embassy is accompanied by a partnership with Dutch designers Viktor&Rolf to sign the design of the hotel, including the new staff uniforms.
To arrive in St Petersburg in April, a stone's throw from the Hermitage MuseumSo/Sofitel is moving into the former W, designed by the Italian designer Antonio Citterio. In addition to meeting spaces, the 137-room hotel offers a restaurant, Cococo, reinterpreting the classics of Russian cuisine, a trendy bar and a panoramic terrace that is very popular in summer.
At the end of the year, it's in a building designed by Jean Nouvel that SO/ will be taking its first steps in Vienna. Or rather, it will follow in the footsteps of the former Sofitel Stephansdom, as this is a conversion from one brand to another. The hotel's diamond-shaped roof is inspired by the city's famous St Stephen's Cathedral and covers a 182-room establishment with a predominantly arty feel, with artworks covering the huge wall surfaces and a plant wall by Patrick Blanc. There are also two bars and a restaurant, Das LOFT, perched on the 18th floor and offering panoramic views over the city.
In the meantime, in July, the banner will also have appeared in Auckland, in the heart of the business district of New Zealand's business capital. Located on the seafront, the hotel is housed in the former New Zealand Reserve Bank building, close to the lively Britomart district. In a nod to the history of the site, the Club Signature lounge, with its indoor pool, spa and fitness centre, is housed in the bank's former vault. The establishment will also have 133 bedrooms, as well as a restaurant and bar.
"We're very proud of all the plans to open new stores in the coming months.said Joao Rocco, Vice President, Sofitel Legend - Sofitel Hotels & Resorts - SO/.we intend to launch the SO/ brand. on the main international markets."Ten new establishments are already expected by 2021, including in Jakarta, Ko Samui and Kuala Lumpur. In the meantime Parison the Champs-Elysées...
