AccorHotels to debut luxury brand So/ Uptown Dubai in 2020

This will be the upscale luxury brand's first property in the Middle East

Front Row: Ahmed Bin Sulayem, Executive Chairman, DMCC; Sami Nasser, Chief Operating Officer, Luxury Brands, AccorHotels Middle East; Back Row: Gautam Sashittal, Chief Executive Officer, DMCC; Paul Ashton, Executive Director  Property, DMCC.
Front Row: Ahmed Bin Sulayem, Executive Chairman, DMCC; Sami Nasser, Chief Operating Officer, Luxury Brands, AccorHotels Middle East; Back Row: Gautam Sashittal, Chief Executive Officer, DMCC; Paul Ashton, Executive Director Property, DMCC.

AccorHotels’ luxury brand So/ will make its debut in the Middle East with the So/ Uptown Dubai slated to open by late 2020.

The brand’s debut was announced at a signing ceremony with development partner Dubai Multi Commodities Centre (DMCC), a government free zone for commodities trade and enterprise in Dubai.

The luxury hotel will be located within the first super-tall tower in DMCC’s upcoming Uptown Dubai district and will feature 188 rooms as well as 215 branded residences. The interiors of the hotel property will be handled by the Rockwell Group with modular and contemporary elements.

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In terms of F&B, the property will feature the Mixo lounge bar, Hi-So bar, lobby lounge, an all-day dining restaurant as well as the Sky Bar & Lounge. Additionally, the hotel will offer a meeting hub including a ballroom, board room, business centre and pre-function space for corporate and social events. For guests seeking wellness, the hotel include the So/ Spa, a So/ Fit fitness centre and a health club that will offer training, personal classes and includes a swimming pool.

Commenting on the agreement, AccorHotels Middle East chief luxury brand operating officer Sami Nasser said: “Dubai is the perfect destination to launch one of our most sought-after luxury lifestyle brands, So/, through our debut partnership with DMCC.”

“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 added.

Currently, six So/ hotels are in operation in Thailand, Singapore, Mauritius, Berlin and St. Petersburg. The upcoming project will also include 215 residences which will located on the topmost floors of the tower and will include in-residence dining, a Mixo lounge with a resident DJ, private fitness area and a swimming pool.

The upcoming Uptown Dubai district, proposed by the DMCC as a smart district, will include seven high-rise developments with various dining outlets and luxury hotels including AccorHotels’ Sofitel Uptown Dubai. Aimed to be a go-to destination for shopping and entertainment in Dubai, DMCC is hoping to provide similar cultural experiences like other popular destinations such as New York’s Rockefeller Center and Berlin’s Sony Center, a statement said.

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