Ennismore has announced the launch of SO/Uptown Dubai in the city’s new smart district, bringing with it a slice of avant-garde living and a unique design narrative centred around art and fashion.

Partnerships and ongoing programming will connect the property 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. 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 picturesque backdrop to the hotel’s contemporary design.

Dramatically wrapped in striking patterns and radiant colours, the 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, Ennismore 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 for fashion flavour.

Alive day and night, SO/ Uptown Dubai comprises five in-house F&B 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 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 ample space 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 penthouse. The residences’ interior design complements the elegant, contemporary aesthetic of SO/ Uptown Dubai, while panoramic windows offer 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 movie nights.

SO/ Uptown Dubai also 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 gym with a bird’s eye views of the city and beyond.

SO/ Uptown Dubai is located within Uptown Tower, the first of two soaring towers that will crown Uptown Dubai, the latest district master developed by DMCC. Designed by architects Adrian Smith and Gordon Gill, who are behind some of the world’s most iconic buildings, Uptown Tower presents a 340m-high architectural marvel epitomising the notion of premium commercial, leisure and residential offering.

Ahmed Bin Sulayem, Executive Chairman and Chief Executive Officer at DMCC, comments: “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.”