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Friday, June 7, 2013

Singapore's Most-Anticipated Design Hotel Sofitel So Singapore Unveils Emblem Created by the Legendary Karl Lagerfeld

Staying true to its commitment to redefining hospitality experiences around the world, Sofitel Luxury Hotels unveiled today the much-awaited Emblem for Sofitel So Singapore, exclusively designed by Mr Karl Lagerfeld. 

Inspired by the age-old story of the discovery of the Lion City by a Sumatran Prince – which marked a new chapter in the evolution and growth of the island-country – the Emblem symbolises the hotel’s new and original style, which draws inspiration from the destination’s past, while providing a strong link into its future.

Karl Lagerfeld with Bobby Hiranandani, Managing Director of Royal Group Holdings (LR)
“The Lion’s Seal”
Karl Lagerfeld’s Emblem, “The Lion’s Seal”, commemorates the birth of the Lion City and the 14th century folklore that accompanies it, where the Sumatran Prince, Sang Nila Utama, spotted a handsome feline identified to him as the mystical creature – a lion. Believing this to be a good omen, the Prince named the sandy island Singa Pura, meaning the Lion City, and established the island nation as we know it. Just as this marked the beginnings of the fishing island’s evolution into a major Asian epicentre, Sofitel So Singapore’s emblem pays homage to the lion as a symbol of innate courage and dignity – values that will be fostered by the boutique design hotel in driving evolution of the local hospitality industry.

“Singapore is an Asian powerhouse - the city of the future. Stories of its history and evolution have inspired me, especially the discovery of the island and the mystical lion it was named after. The lion has historically symbolised courageousness, elegance and leadership - attributes aligned to the visionary Sofitel So label. The Emblem is a result of that combined inspiration - one that will be special to its guests, and special in the country," said Karl Lagerfeld.

“The Lion’s Seal” Emblem and design artefacts will appear at prominent locations around the hotel, and across a range of exclusive objects that will be announced at a later date. These objects will also be available for clients during their stay at Sofitel So Singapore.

“Sofitel’s collaboration with Karl Lagerfeld has been an invigorating and inspiring journey, and we believe Sofitel So Singapore’s new emblem epitomises the trendy label’s reinterpretation of traditions that have shaped the country,” said Robert Gaymer-Jones, CEO of Sofitel Luxury Hotels. “With the illustrious legacy of Karl Lagerfeld lending boldly to the upcoming Sofitel So Singapore, this is just a momentous and defining beginning for the third Sofitel So hotel in the world.”

Sofitel’s partnership with Karl Lagerfeld for the first time in Asia Pacific’s hospitality industry for Sofitel So Singapore further reaffirms the country’s position as a major emerging capital for luxury experiences across the globe, as well as Sofitel Luxury Hotel’s commitment to growth and investments in the region.

“The city has so much to offer to the urban traveller – Singapore never fails to surprise,” said Bobby Hiranandani, Managing Director of Royal Group Holdings, owners of the hotel property since 2011. “It is on this very ground that Sofitel So Singapore has been conceptualised, with the aim to provide our guests with the best So Singaporean experiences. The Emblem designed by Karl Lagerfeld is in alignment with our ambition to magnify the destination, while providing an outstanding hospitality experience in true Sofitel style.”

Building on the time-honoured establishment of Sofitel Luxury Hotels and their unique brand blueprint that combines French luxury with the essence of local tradition, Sofitel So is the ‘designer hotel’ label featuring trendy hotels in contemporary locations, with a strong focus on the destination.

Sofitel So Singapore is the third addition globally to Sofitel So’s expanding portfolio, while other hotels are currently under way in Mumbai, Rio and Sydney. The property is scheduled to open later this year.
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