# Fashion-Forward Hotel Transformations SO/Paris Gets a New Design with Annual Lobby Activations By Amy Duong | Published 2024-09-13 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/soparis References: [design-milk](https://design-milk.com/so-paris-hotel-blends-fashion-and-design-with-new-transformation/) & [redirect.viglink](https://redirect.viglink.com/?format=go&jsonp=vglnk_172623920060810&key=6ab1d62aaf9dbafae96546ba3ca1b2ac&libId=m10omajh0100x1tt000ULiucu6li3&loc=https%3A%2F%2Fdesign-milk.com%2Fso-paris-hotel-blends-fashion-and-design-with-new-transformation%2F&v=1&out=https%3A%2F%2Fwww.dfs.com%2Fen%2Fsamaritaine&ref=https%3A%2F%2Fdesign-milk.com%2F&title=SO%2F%20Paris%20Blends%20Fashion%20and%20Design%20With%20New%20Transformation&txt=La%20Samaritaine)  The SO/Paris has gone through a special transformation with a fashion-centric focus that breaches into the hotel's boutique. This project is done in collaboration with [luxury department store](https://www.trendhunter.com/trends/contemporary-luxury) [La Samaritaine](https://www.trendhunter.com/trends/a-corps-secret) to create year-round activations nestled right in its lobby. Over the past years, the hotel has had a close connection with activations for Paris Fashion Week, deepening its roots in art, fashion, and luxury. The hotel features 162 rooms and suites with a restaurant and club dubbed Bonnie. Some of the amenities include a tranquil spa, a fitness center, and panoramic views of the city. The interior is decorated by the team at the iconic design agency [RDAI](https://www.trendhunter.com/trends/rdai) with inspiration drawn from the city's heritage and geography. Image Credit: SO/Paris ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 22% | Activity: 13% | Freshness: 28% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) ## Key Themes ### Key Themes Behind This Trend - **Fashion-integrated Hotels:** Hotels are increasingly integrating fashion elements into their design and branding, creating immersive experiences that cater to style-conscious travelers. - **Year-round Lobby Activations:** Hotels are utilizing their lobby spaces for continuous, dynamic activations, transforming them into multifunctional spaces that entertain and engage guests. - **Luxury Department Store Collaborations:** Collaborations between hotels and luxury department stores are burgeoning, offering guests exclusive shopping experiences and curated in-hotel boutiques. ### Where This Applies - **Hospitality:** The hospitality industry is embracing fashion-forward designs and partnerships with luxury brands to attract style-savvy customers. - **Fashion:** Fashion brands are branching into the hotel sector, creating unique spaces that serve as extensions of their brand identity and aesthetics. - **Retail:** Retail spaces are merging with hospitality services, presenting opportunities for seamless shopping experiences directly within hotel environments. ## Related on Trend Hunter - [Hotel Fashion Collaborations](https://www.trendhunter.com/trends/palace-hotel-tokyo.md) - [Cross-Cultural Influenced Apartments](https://www.trendhunter.com/trends/hotel-de-sagonne.md) - [Luxe Parisian Skyline Suites](https://www.trendhunter.com/trends/sax-paris-hotel.md) - [Mountainside-Inspired Bespoke Hotels](https://www.trendhunter.com/trends/bouchardon-hotel.md) - [Designer Hotel Suites](https://www.trendhunter.com/trends/peter-millar.md) - [Luxury Fashion-Inspired Hospitality Initiatives](https://www.trendhunter.com/trends/burberry-and-the-standard-ibiza-hotel.md) - [Dynamic Layered Lobbies](https://www.trendhunter.com/trends/hyatt-union-square.md) - [Eccentric Soho Hotels](https://www.trendhunter.com/trends/martin-brudnizki.md) - [Luxe Designer Beauty Activations](https://www.trendhunter.com/trends/light-club-20.md)