SoCo’s namesake hotel is not only in the heart of the district’s hottest shopping and restaurant row, it contributes to that hipness, drawing locals to its trendy dining and retail spaces. Built from the ground up—this is one of the few hotels in the neighborhood that hasn’t been converted from something else—and designed to fit the site unobtrusively, from the street it resembles a 1960s doctor’s office block. Inside, however, it’s rustic chic, with leather ottomans, potted plants, and large ceramics. The restaurants include Otoko, celebrity chef Paul Qui’s tiny sushi bar, tucked away upstairs speakeasy-style; Central Standard, serving oysters, small plates, craft cocktails, and local brews in a steakhouse-style setting; and the indoor/outdoor Café No Sé, perfect for healthy salads and lighter fare. There’s also a juice bar/bakery/coffee shop. Retail outlets include a nail salon, a women’s clothing boutique with personal shopping service, and a vintage motorcycle shop. Guests gather at the 24-hour fitness center and plant-fringed outdoor pool. Rooms are spacious and serene, with wood floors, painted brick walls, and simple blue-and-white color schemes; among many different configurations, some have large patios. TVs not only get the usual premium channels, but also play indie movies from the Drafthouse cinema, gratis.