Australia’s first SO/ hotel set for Melbourne

Expect the same level of luxury and style as the brand's Auckland property.

Accor is expanding its luxury portfolio in Australia, with the debut of the SO/Hotels & Resorts brand in Melbourne. 

Slated to open in 2023, SO/Melbourne is set to be a fashion-forward designer hotel, located on the corner of William and Franklin Streets in the CBD.

The first SO/ branded hotel for Australia and second in the region following SO/Auckland, SO/Melbourne will boast 288 guest rooms and suites, some with outdoor terraces.

The hotel will form part of a mixed-use development including 20,000 square metres of office and co-working space.

SO/ Auckland

Simon McGrath, chief operating officer Pacific at Accor, said demand for quality luxury hotels is at an “all-time high”, making it the perfect time to debut the brand in Australia.

“Guests today are looking for travel experiences that excite the senses and they want to stay in places where they feel connected to the heart of their destination,” he said.

“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.”

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.


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