AccorHotels has recently announced the timeline and location for its first hip and future-forward brand SO/ location in the Middle East. This hotel will be located in the region’s hottest market: Dubai.
Dubbed the SO/ Uptown Dubai, it will be a disruptive art and experience driven property said by stakeholders to fully embody a concept of a Kaleidoscopic Utopia, in the process reflecting Dubai’s urban charm. The SO/ Uptown Dubai will also come replete with that hotel brand’s signature convention-defying colorful and lively design concepts, which inherently vary from location to location.
As far as a timeline for the hotel’s debut, it is currently set to open to guests by the end of the year 2020. When it does, the luxurious property will feature a total of 188 rooms alongside 215 total 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.
Growing the SO/ Brand in the Middle East
Stakeholders involved in this expansion project are understandably excited about its implications for the strength and prevalence of the SO/ brand, which is one of the most future-forward offerings in the hospitality industry to date.
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.”
A World-Class Location
The project actually marks AccorHotels’ entry into one of the hottest areas in Dubai, which puts it among the hottest on the planet overall: 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.
Dubai itself is arguably the single best tourism market in the country right now, having grown by leaps and bounds in recent years, surpassing long-time industry stalwarts like Paris and Las Vegas and London in terms of its desirability for hotel operators. It’s a ritzy location in the United Arab Emirates, and all indications are that it won’t stop being that way any time soon.
Let’s take a look at a few other projects currently underway by SO/: