In Transit Blog: Boutique Hotels Get a French Design Touch

Written By Unknown on Jumat, 12 September 2014 | 17.35

Photo The Sofitel So hotel in Singapore.Credit Sofitel Luxury Hotels.

For fashion- and design-oriented travelers seeking a touch of French style, the hotel brand Sofitel's rapidly expanding Sofitel So luxury boutique hotels and resorts combine Gallic style with local culture.

A different France-based fashion designer partners with each property on design or décor. At the 134-room Sofitel So Singapore, which opened in June in a historic neo-Classical style building, Karl Lagerfeld designed the hotel Lion's Seal emblem (based on Singapore's mythical origin story), dressed front-of-the-house staff and chose photography-themed volumes for the BiblioteK, a library at the hotel.

"Sofitel So hotels provide a mix of local design traditions and French DNA," Rick Harvey Lam, senior vice president for global marketing upscale and luxury brands for Accor Group, Sofitel's parent, said in a telephone interview. "Fashion and lifestyle are so intertwined today, and these French strengths are expressed at Sofitel So properties in harmony with local design and culture," he said. (Accor's headquarters is in Paris.)

For example, at the Sofitel So Bangkok, which opened in 2012, Christian Lacroix collaborated on a hybrid of French chic and Thai design that's made a positive impression, Mr. Lam said, adding that "guests have even tried to buy the Lacroix-designed uniforms from hotel employees."

Although the uniforms aren't for sale, guests can purchase designer wares like decorative cushions by Mr. Lacroix, a leather-bound sketchbook by Mr. Lagerfeld or hibiscus-motif bowls by Kenzo Takada, who worked with the brand's resort in the Mauritius.

Building on the fashion and design vibe, the hotels offer regular social events, like the monthly Hi-So Full Moon Party on Sofitel So Bangkok's rooftop terrace.

The brand is considering locations in Brazil, India, New Zealand and additional Southeast Asian cities.


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