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THE INN THING: Adding some fashion star power to its expansion in Asia, Sofitel has tapped Karl Lagerfeld to design the emblem for its new Sofitel So Singapore, slated to open in July, WWD has learned. The emblem is to symbolize the hotel’s unique style and appear on a range of items for guest use during their stays. The logo will be unveiled this spring.
Housed in a former telecommunications and postal building constructed in 1927, the five-star property is to span 134 guest rooms, of which 23 are suites. Robert Gaymer-Jones, chief executive officer of Sofitel Luxury, said Lagerfeld’s design prowess would “confer on our emblem the ultimate touch of refinement and enhance our concept.”
The French hotel operator applies the So name to its boutique hotels, “characterized by a stylish focus on contemporary design by famous architects and/or embellished by international celebrities from the world of fashion, design or art.” For example, Christian Lacroix lent his Baroque touch to Sofitel So Bangkok and conceived its “tree of life” emblem, while Kenzo Takada provided input into the Sofitel So Mauritius.