A Hotel for the Senses.

SO/ is a hospitality and serviced residential project in Dubai’s Business Bay, designed by Dewan Architects + Engineers. The 50-floor tower will comprise 363 keys, including 286 hotel rooms and 77 serviced apartments. The design focuses on the five senses, acknowledging their profound influence on perception and memory. Guests encounter carefully selected scents, textured materials, lighting and colour schemes, and acoustics that guide movement and attention throughout the building. Every area, from the lobby to private rooms, has been considered in this approach.

Facilities include a grand ballroom and pre-function areas, executive and resident lounges, meeting rooms, dining venues, a spa and health club, fitness centre, cigar lounge, and an elevated pool deck. Interiors by FW Design for the hotel lobbies and Kristina Zanic Consultants for the penthouses and apartments provide a consistent experience throughout the building. The hotel will be operated by Ennismore, combining hospitality expertise with the project’s design vision. Main construction is now underway, with Dewan Architects + Engineers leading construction supervision, and delivery scheduled for 2029.