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Soho: A New Brand For An Old Favourite

soho-hotel-2
  • Sun International announces the Sun City Hotel’s new name

 

  • The new brand launches the ‘always on’ Soho hotel

 

The Sun City Hotel, built at Sun International’s flagship resort, Sun City in 1979, has been rebranded: Soho.

 

This rebrand encapsulates the essence of the renowned Soho destinations located in London and New York – known for their popularity with the in crowd, eclectic vibe and non-stop action.

 

Sun City’s other hotels – the Cabanas opened in 1980, Cascades in 1983 and The Palace of the Lost City in 1992 – each have strong identities and are independent brands under the Sun City banner.

 

The new brand launches the ‘always on’ Soho hotel, boasting the iconic casino that started it all alongside a host of food and beverage outlets, revitalised bars and nightclubs.

 

The Sun City Theatre inside Soho has been transformed to make space for the millennial bar called Vibes and the nightclub Encore, a modern dance venue. The Revue Bar offers adult entertainment for discerning guests, while the Privé Salon welcomes high-rolling gaming guests.

 

Said Sun International’s Group GM, Hospitality Marketing, Liam Oddie: “The Sun City Hotel needed its own individual brand, one that reflects its changes. Soho is the destination within the resort that is ‘always on’; where the sun never sets and any-time is playtime.”

 

The Soho name and rebrand was inspired by these changes as well as the architectural octagon design of the hotel, with the geometric shape symbolising totality and balance, ultimately reflecting the encompassing experience. This design was then extended to the revised brand elements where the octagon informs the brands architecture and style.

 

Soho hotels transformation forms part of Sun City’s reimagining and ushers in the resorts new slogan, a world within a City.

 

A major part of the refurbishment is the Entertainment Centre, now Sun Central, offering a plethora of entertainment possibilities. The experiential zone hosts fast food, bars and themed food venues which enhance the family environment within Sun Central.

Cinemas, retail outlets, the Superbowl, a dedicated children’s area, a 10-pin bowling arcade are all there to ensure an interactive guest experience.

 

Housed within the Sun Central building is the Sun City Convention Centre. In the same area is the permanent interactive exhibition, Hall of Fame, where guests will be able to interact with their sporting and other hero’s – taking on Ernie Els on a virtual green or pitting one’s tennis skills against Serena Williams.

 

Sun City still offers a myriad of outdoor activities to enchant, one of the most popular is the Valley of Waves which now boasts two new slides and a gastro pub, The Brew Monkey, providing sustenance during breaks.

 

“We’re excited to share all these changes with our guests and unveil a rebrand that captures the evolution of Sun City,” concludes Oddie.

 

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