SO/ Paris opened in September as the brand’s flagship and is located in the La Felicite Paris Sully-Morland complex on the banks of the Seine, between Notre-Dame cathedral, the Bastille and the Marais district. 

The property has 162 rooms and suites and is home to the restaurant, club and bar Bonnie, which spans the top two floors. It also offers the Maison Codage Spa.

Fashion designer Guillaume Henry worked on the hotel’s design, including the staff uniforms. The hotel will have partnerships and ongoing programmes with the wider fashion industry.  

Next year the brand is set to open more than 35 hotels, including 21c Museum Hotel St. Louis, 25hours Hotel Sydney, Hyde Queenstown, Mama Shelter Dubai, Mondrian Bordeaux, SO/ Uptown Dubai, Tribe Bangkok and The Hoxton, Brussels. 

Ennismore was formed in October 2021 through a joint venture between founder and co-chief executive Sharan Pasricha and Accor, bringing together 14 brands with 87 operating properties. It has since grown to 100 properties, and plans to add 30 by the end of 2022, averaging an opening every two weeks. 

Pasricha said: "This is a monumental moment for Ennismore; reaching our 100th property so early in our journey is an incredible achievement. Our dedication to creating truly unique lifestyle brands allows us to form deep connections with guests. We are extremely excited about what the future brings for Ennismore and our brands."

Ennismore has four in-house specialist studios, which focus on food and beverage concepts, a creative studio of interior and graphic designers, a digital product and tech innovation lab, and a partnerships and collaborations division.