From The Straits Times    |
Karl Lagerfeld to design emblem of new Sofitel So Singapore THUMBNAIL

As part of its expansion into Asia, luxury hotel chain Sofitel has commissioned fashion’s most famous polymath Karl Largerfeld to design the emblem of its new Sofitel So Singapore hotel.

Karl Lagerfeld to design emblem of new Sofitel So Singapore DECOR
Artist’s image of the new Sofitel So Singapore. Image: Sofitel

According to Sofitel, the new emblem will “symbolise the hotel’s new and original style, unique to Sofitel So Singapore, and appear on a range of exclusive objects available for clients during their stay”.

Everyone in the fashion industry knows who Karl Lagerfeld is; and practically everyone who’s not involved in the industry is also aware that the “Kaiser” as he’s known is a living fashion and design legend.

“I am very proud to announce this inspirational collaboration, which is a perfect illustration of Sofitel Luxury Hotels’ ambitions with regard to excellence and elegance. His exceptional creativity and talent will confer on our emblem the ultimate touch of refinement and enhance our concept,” said Robert Gaymer-Jones, CEO of Sofitel Luxury on the partnership with Largerfeld who is currently the chief creative director for Chanel and Fendi among many other positions.

“I am happy to have Karl Largerfeld infuse some of his elements into parts of the hotel. It will further enhance the hotel project, which we have put all our creativity into, to become an iconic place to enjoy in Singapore,” said Isabelle Miaja, the creative director of Miaja Design Group, the company responsible for the overall interior design of the Sofitel So Singapore.

Sofitel public relations said the new hotel for Singapore will combine “the iconic Sofitel ‘art de vivre’ [the art of living] with a signature of an international designer from the worlds of fashion or art to present the best of the location”.

This isn’t the first time Sofitel has reached out to the fashion community to add a touch of style to its properties; one of Japan’s found fathers of fashion Kenzo Takada – yes, that Kenzo – created the design direction for the Sofitel So Mauritius and Christian Lacroix did the same for the Sofitel So Bangkok.

The new Sofitel So Singapore will be located at 35 Robinson Road in a heritage building built in 1927 as a government telecommunications and postal department. The neo-classical facade will be retained and a new, five-storey wing is also being added. There will be 134 guestrooms, 23 of which will be suites, and each room will be unique; the hotel is slated to open in mid-2013.

Sofitel So Singapore at 35 Robinson Road is scheduled to open in mid-2013. For more information about Sofitel’s So boutique hotels, go to eu.soboutique.com.