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SO/, AccorHotels’ fledgling luxury brand, is slated to debut its first property in the Middle East with the SO/Uptown Dubai. Set to open by late 2020, interiors for the hotel will be by New York-based Rockwell Group. The building’s architecture, meantime, is being conceptualized by Adrian Smith + Gordon Gill Architecture, the firm behind the famed Burj Khalifa skyscraper.

The hotel will feature 188 guest rooms with an additional 215 branded residences on the high rise’s top floors. Project participants say the experience-driven property will fully embody the concept of a “Kaleidoscopic Utopia,” and will reflect Dubai’s urban charm with colorful and lively design concepts. The hotel’s F&B options will include the MIXO lounge bar, the HI-SO bar, a lobby lounge, an all-day dining restaurant and the Sky Bar & Lounge.

“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,” says Sami Nasser, chief operating officer, luxury brands, AccorHotels Middle East. “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.” 

With six SO/ hotels in operation in Thailand, Singapore, Mauritius, Berlin and St. Petersburg, SO/ Uptown Dubai will join 10 SO/ openings worldwide within the next five years.


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