Hospitality Design - September 2013 - 114

perspectives

special feature

brands

4
5

So by Soﬁtel

The Brand: This spin-off of the French chain

debuted in 2009 with a fashion-forward twist
on luxury that appeals to Gen X and Y guests.
“It is all about blending cutting-edge design and
pleasure,” explains Dominique Colliat, senior
vice president of operations, Sofitel Americas.
“We want to remain Baby Boomer-friendly—
avoid the either too-heated discotheque hotel or
the cold art gallery type.”

The Aesthetic: Each So property—Mauritius,
Bangkok, and soon-to-open Singapore—reflects
the vision of a renowned fashion designer. “For
every project,” notes Colliat, “we look at the
creator who will most suit the destination. With
So we have a guiding rule, which is to express
the style and soul of the destination we are in.
Indeed, when it is called So Bangkok, people will
expect a Bangkok experience.” Amplifying this
devotion to local surroundings is the shunning of
traditional uniforms; instead, staff wear custommade couture. In Bangkok, for example, ladies
don French fashion guru Christian Lacroix’s
creation, melding a Thai-style red sash with a
long-sleeved blouse and skirt.
Design Highlights: Thai architect Lek Bunnag
created a subtle, curving resort expressive
of Asian minimalism in Mauritius, which
Japanese designer Kenzo Takada elevated
with everything from vivid artwork to his
own hand lotion. All-white suites feature pops
of lime green, private gardens, and outdoor
showers. In Bangkok, five Thai designers—
Pangthep Sagulku, Vitoon Kunalungkarn,
Nithi Sthapitanonda, Somchai Jongsang,
and Rujiraporn Wanglee—capture water,
earth, wood, metal, and fire through different
guestroom and public space design schemes

114

September 2013 hospitalitydesign.com

that express the five elements integral to Thai
philosophy. Lacroix continues to make his mark
in the lobby, where his theatrical revamp of a
mobile features wooden pieces representing
mythical and real animals decorated with floral
and quilted patterns; a Tree of Life-inspired
vase; and in collaboration with local firm August
Design, a mural on the Club Signature floor
lounge with stylized figures of female shoppers.

3. A dramatic cutout
separates the bedroom
and the bathroom in the
earth element room at
the So Bangkok.

What’s Next: Sofitel So Singapore opens
this winter, with an emblem called the Lion’s
Seal—commemorating 14th-century folklore—
dreamed up by German designer Karl Lagerfeld
that will pop up elsewhere in the hotel, such as
on modern doorknobs. Rio de Janeiro, Mumbai,
and Auckland are also on the agenda. “The

bar is high, as all the designers we have been
working with are world class. This shows the
interest of the concept and the quality of the
properties,” says Colliat. “Our plan is to extend
this venture outside of the fashion world to
music, cinema, art—even sports.”

5. The reception
area of the Christian
Lacroix-designed Club
Signature floor lounge.

4. Black and white
artwork hangs over the
bed in the So Bangkok’s
wood element room.

http://www.hospitalitydesign.com

Table of Contents for the Digital Edition of Hospitality Design - September 2013