19 MARCH 2018
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Properties in Berlin, St Petersburg, Vienna and Auckland are to be added to what AccorHotels calls its “audacious and spirited” luxury brand, SO/, by the end of this year, with Auckland marking the brand's first venture into the southern hemisphere.
Accor said up to a dozen more properties are expected to join by 2021; target locations include Jakarta, Koh Samui, and Kuala Lumpur. There are already SO/ hotels in Bangkok, Hua Hin, Mauritius and Singapore.
Sofitel vice-president luxury brand management Joao Rocco said: "SO/ properties are meant to be stylish and playful, enhanced by an unconventional attitude inherited from the company’s French roots.
"We have plans to introduce the SO/ brand into leading markets around the world and are very proud of all the new projects that will go live over the next few months."
The former Danish embassy in Berlin has become the first of the newcomers. Renamed the SO/ Berlin Das Stue, it has been transformed into a boutique hotel with 78 rooms including 20 suites and a spa featuring a 14m indoor swimming pool and traditional Finnish sauna.
The 137-room SO/ St Petersburg opens next month, with the SO/ Auckland due to open in July with 133 rooms and suites.
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