SO/ UPTOWN Hotel Dubai: The 5-star luxury destination to know 

06 September 2023, Dubai:  Making its stylish debut within Dubai’s up-and-coming new smart district, SO/Uptown Dubai brings a slice of avant-garde living, unique identity, and design narrative to DMCC’s Uptown Dubai district with luxurious, sartorial guestrooms, distinctive dining experiences and breath-taking views of the city’s skyline.

A five-star urban resort with a rebellious twist, SO/ Uptown Dubai represents an avant-garde world of visionary design and covetable style, tied closely to art and fashion. Partnerships and ongoing programming will connect SO/ Uptown Dubai with the wider fashion industry, as it supports and hosts existing and emerging talent. The hotel features 188 design-led rooms and statement suites, which merge a fashion-forward outlook with indulgent elements. Marble bathrooms, rich fabrics, and dark wood finishes are accentuated with eclectic pops of colour and bold graphics, curating a lifestyle imbued with luxurious touches and creative expression. High ceilings and innovative design details play with natural light to create voluminous, open spaces, while panoramic views over the city, Ain Dubai and the sapphire waters of the Arabian Gulf offer a timeless backdrop to the hotel’s contemporary design.

Alive day and night, SO/ Uptown Dubai is the go-to address for dining and entertainment with five exciting in-house concepts that pay homage to the hotel’s chic DNA. From the effortless appeal of Uptown Brasserie, and irresistible Asian fusion cuisine at The Citronelle Club, to Savant Mixology Bar’s scenic views, Celeste’s entertainment-led dining experiences and the laid-back ambience of Lazuli, the hotel’s signature pool bar, SO/ Uptown Dubai is a vibrant destination within itself. Catering to every aspect of the contemporary urban lifestyle, the hotel houses fully equipped conference and meeting facilities as well as an elegant, full-service ballroom with a 1000-guest capacity, offering the perfect venue for celebrations, gatherings, and events of all sizes in the heart of New Dubai. 

Occupying the top 28 floors of the Uptown Tower are 227 signature branded residences, which include one-, two-, and three-bedroom apartments, as well as duplexes and a spectacular penthouse. The residences’ interior design complements the elegant, contemporary aesthetic of SO/ Uptown Dubai, while panoramic windows offer impeccable city skyline views. Residents will have access to an indoor pool, fully equipped gym, a kids club and creche, the Sky Lounge, and a versatile events space that transforms into a private screening room for ultra-luxe movie nights.  

SO/ Uptown Dubai offers its guests the ideal interlude from city life with the Uptown Spa by SO/, developed and run in partnership with the finest French luxury in all-natural skincare, Anne Semonin Paris. Designed as an urban retreat, with a burst of natural light for an uplifting experience, the Uptown Spa by SO/ features industry-leading wellness treatments that represent a new generation of holistic wellbeing. Guests also have access to a state-of-the-art gym with a bird’s eye views of the city and beyond. 

SO/ Uptown Dubai is located within Uptown Tower, the first of two supertall towers that will crown Uptown Dubai., the latest district master developed by DMCC. Designed by internationally renowned architects Adrian Smith and Gordon Gill, who are behind some of the world’s most iconic buildings, Uptown Tower presents a 340-metre-high architectural marvel epitomising the notion of premium commercial, leisure, and residential offering.  Uptown Dubai is a world-class smart district, innovatively designed to deliver a new and one-of-a-kind urban destination, featuring unique F&B outlets, hotels, and public amenities.

Dramatically wrapped in striking patterns and radiant colours, the fashion-forward hotel’s lobby artwork has been designed and executed by APL and Capsule Arts.  From the enchantment of nature in a kaleidoscopic experience at the lobby, setting the tone for a unique and spellbinding stay, to contemporary nuances of simulations and sculptures against geometric lines, SO/ Uptown Dubai worked with Dubai-based architecture studio, Woods Bagot, to complete every aspect of the dynamic design which is imbued by luxury, sophistication, a premium way of style, and passion bringing your fashion flavour.

Ahmed Bin Sulayem, Executive Chairman and Chief Executive Officer, DMCC, said: “We are delighted to have partnered with Ennismore to bring the SO/ brand to Uptown Dubai. Given the significant demand we have seen so far across commercial, residential and leisure offerings, Uptown Dubai has already cemented its position as one of the most dynamic and sought-after mixed-use communities in the UAE. As the driving force behind this pioneering development, our focus will remain on catering to the evolving needs of our members, residents, and visitors. For this reason, we are proud that Ennismore, which is a joint venture with Accor, has chosen our premium district for their debut in the Middle East.” 


SO/ is a coveted collection of hotels, rooted in the world of fashion. Making its stylish debut on the global hotel scene in 2011, SO/ continues to command attention with its avant-garde design and creative approach to the world of luxury. SO/ is renowned for its signature fashion collaborations, having worked with some of the world’s most celebrated designers, including Guillaume Henry, Christian Lacroix and Viktor&Rolf to create spaces, uniforms, amenities and experiences that feel sartorial and polished.

SO/ is located in some of the world’s most vibrant and sociable destinations, including Berlin, Bangkok, St. Petersburg, and most recently Paris (opened September 2022). Exciting expansion plans will see the brand continue to spread its bold footprint globally, with SO/ Maldives set to open in November 2023. SO/ is part of Ennismore, a creative hospitality company rooted in culture and community, with a global collective of entrepreneurial and founder-built brands with purpose at their heart.


Ennismore is a creative hospitality company with a global collective of entrepreneurial and founder-built brands with purpose at their heart. It curates and manages unique properties and experiences in some of the most exciting destinations around the world. 

Founded in 2011 by entrepreneur Sharan Pasricha, Ennismore and Accor entered a joint venture in 2021 to create a new autonomous entity, with Accor holding a majority shareholding. Creating the world’s fastest-growing lifestyle hospitality company, it brings together Ennismore’s know-how in building brands with creative storytelling, design, and authentic experiences, with Accor’s wealth of knowledge in delivering scale, network growth and distribution.

Under the leadership of Sharan Pasricha, Founder & Co-CEO, and Gaurav Bhushan, Co-CEO, Ennismore comprises 14 brands – with 91 operating properties and further 143 in the pipeline – and a collection of over 150 culturally relevant and diverse restaurants and nightlife destinations. 

Ennismore puts innovation at the centre of everything it does, with four dedicated in-house specialist studios, which obsess every guest touchpoint including Carte Blanched – a fully integrated F&B concept platform; a creative studio of interior and graphic designers; a digital product and tech innovation lab, and a partnerships and collaborations unit. Ennismore is committed to positively impacting the world, with a key focus on creating inclusive communities among its teams and in the places it calls home. 

Ennismore has been included in Fast Company’s World’s Most Innovative Companies lists in 2020 and 2021; ranked#29 in FT1000: Europe’s Fastest Growing Companies; and is part of FT Future 100 – the UK’s fastest-growing businesses that are shaping the future of their sector. Ennismore brands include: 21c, 25hours, Delano, Gleneagles, Hyde, Jo&Joe, Mama Shelter, Mondrian, Morgans Originals, SLS, SO/, The Hoxton, Tribe and Working From_


Uptown Tower is the first of two supertall towers to crown DMCC’s Uptown Dubai District. Designed by internationally renowned architects Adrian Smith & Gordon Gill, Uptown Tower’s design replicates the brilliance of diamonds through its glass façade. Uptown Tower redefines Dubai’s skyline, bringing a premium commercial, residential and leisure offer that adds value to businesses, enriches the lives of our residents, and creates a unique experience for visitors.


Headquartered in Dubai, DMCC is the world’s most interconnected Free Zone, and the leading trade and enterprise hub for commodities. Whether developing vibrant neighbourhoods with world-class property like Jumeirah Lakes Towers and the much-anticipated Uptown Dubai, or delivering high performance business services, DMCC provides everything its dynamic community needs to live, work and thrive. Made for Trade, DMCC is proud to sustain and grow Dubai’s position as the place to be for global trade today and long into the future. 


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