When the announcement of a collaboration between Karl Lagerfeld & Sofitel So Singapore was made public, local fashionistas probably went berserk with excitement. Well, much ado about nothing: though the fashion mogul declared himself “inspired by the property itself: an iconic neo-classical heritage building first built in 1927, (…) today is situated in the thriving heart of Singapore’s central business district”, the fashion designer turned hotel designer and his team only came up with a logo, and a selection of books curated for the hotel library.
Neither sophisticated nor very modern, the logo – proudly presented as an “emblem” by the Accor group officials – “commemorates the birth of ‘Singa Pura’, the Lion City. Taking his inspiration from 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 pays homage to the lion as a symbol of innate courage and dignity, values which underpin the ethos of Sofitel So Singapore, driving the evolution of the local hospitality industry.”
Karl Lagerfeld chose the lion as a symbol of “courageousness, elegance and leadership. The Emblem is a result of that combined inspiration.” This “graphic touch” will be embroidered on the back of bathrobes and printed or embossed on a variety of objects, from correspondence cards to door knockers. Fashionistas might curb their enthusiasm. The SO Singapore has actually been designed by Singapore’s only French design house, MIAJA Design Group, led by award-winning interior designer Isabelle Miaja (one should give to Caesar what is Caesar’s…).