Accor’s trendy SO/ brand set for Australian debut in Melbourne

so melbourne

SO/, the sleek, stylish and design-forward spin-off brand of Accor’s iconic Sofitel, is finally coming to Australia.

Debuting down under with SO/Melbourne, the new 288-room hotel is slated for a 2023 opening date and, in-line with other SO/ properties around the world, promises to be bold, fashionable and luxurious.

The hotel will be positioned on the corner of William and Franklin Streets, in prime CBD real estate overlooking Flagstaff Gardens. The rooms will be a mix of avant-garde guestrooms and suites, some with outdoor terraces, while amenities like a SO/SPA and SO/FIT wellness and fitness centre will sit alongside a program of signature services, social events and “opulent experiences”.

Sky gardens and lush landscapes will dress the walls and interiors of the Elenberg Fraser architect-designed hotel, which will occupy the upper levels (11-34) of a mixed-use development. An existing heritage building will be retained and incorporated into the lower level design to reflect the diverse history of the site.

Rounding out the interior of the hotel will be a signature club lounge, private meeting room, specialty restaurant and bar, all-day dining and outdoor terrace, lobby lounge and café, and a ballroom.

“The demand for quality luxury hotels is at an all-time high, so the timing is right to introduce Australia to the audacious and fashionable SO/ Hotel brand,” said Simon McGrath, Chief Operating Officer Pacific, Accor. “SO/Melbourne will bring a bold and playful energy to Melbourne, blending the brand’s vibrant luxury services with the heart and soul of the destination. This flagship hotel will be the place to be seen to socialise, appealing to chic travellers and Melbourne’s savvy early adopters who are renowned for having their finger on the pulse.”

SO/ now boasts a distinctive and well-established line of thought amongst the smattering of new lifestyle hotel brands popping up all over the world. The AU Review took a look at trendy five-star SO/Bangkok last year, and you can check out the full review HERE.

Chris Singh

Chris Singh is the Deputy-Editor-At-Large of the AU review, loves writing about travel and hospitality, and is partial to a perfectly textured octopus. You can reach him on Instagram: @chrisdsingh.

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