AccorHotels’ luxury brand SO/ has announced its debut property in the Middle East.
SO/ Uptown Dubai, is set to open to guests by late 2020 and will feature 188 rooms in addition to 215 branded residences.
The brand’s debut was announced at a signing ceremony with development partner DMCC (Dubai Multi Commodities Centre).
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 smart district, Uptown Dubai.
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.
