Luxury hotel brand SO/ coming to Melbourne

• March 7, 2020
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Accor hotels continues expansion of its luxury portfolio in Australia, with the debut of the vibrant and playful SO/Hotels & Resorts luxury brand in Melbourne, Australia.  Slated to open in 2023, SO/Melbourne is set to be a bold, fashionable and luxurious designer hotel, located in a prime CBD position overlooking Flagstaff Gardens. Positioned on the corner of William and Franklin Streets, the hotel is within close reach of Melbourne’s key commercial, retail and leisure attractions. The first SO/ branded hotel for Australia and second in the region following SO/Auckland, will boast 288 avant-garde guestrooms and suites, some with outdoor terraces, combined with exceptional signature services, social events and opulent experiences. The hotel will form part of a mixed-use development including 20,000 sqm of office and co-working space.

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. Daring and exuberant design is at the heart of the SO brand, and like all other SO/ properties around the world, SO/ Melbourne will be brought to life by a celebrated fashion designer who will lend their artistic vision to the property.

SO/Melbourne is being developed by MIT Group Holdings Pty Ltd, the property arm of private tertiary educational institute, Melbourne Institute of Technology. The project is part of a multimillion-dollar mixed-use urban regeneration project across two towers and a podium comprising a luxury lifestyle hotel, commercial workspace and a high-end ground floor retail space. An existing heritage building will be retained and incorporated into the lower level design to reflect the diverse history of the site.

The Elenberg Fraser architect-designed hotel is positioned in the upper levels between level 11 and level 34 with a tapering form to capitalise on views to Flagstaff Gardens and the Queen Victoria Market. The hotel, with interiors by P49, will feature a signature club lounge & private meeting room, specialty restaurant/bar & sky deck, all-day dining & outdoor terrace, lobby lounge/café, and a ballroom. Next generation Grade-A office space and co-working areas will feature from level 1 to level 10. Consultants involved in the development include project managers Sinclair Brook and hotel advisor Savills.

Wellness facilities will include a SO/SPA and SO/FIT wellness and fitness centre as well as a swimming pool. Sky gardens and lush landscapes will adorn the walls and interiors of the hotel, bringing a breath of fresh air into Melbourne and shaping the next chapter in architectural history for the city.