SO PR

Agency

Amsterdam | Est. 2005

At So, we market beauty, fashion, and lifestyle brands generating, significant growth in brand awareness, reputation, and nationwide visibility for start-ups, scale-ups, and globally recognised brands.

Targeting end consumers through impactful online and offline media campaigns, earned PR, influencer and celebrity marketing, strategic seeding, outstanding events, and out-of-home activations, all designed to generate visibility and conversation.

At the heart of the agency is our 300 m² showroom and social hub in Amsterdam Oud-West, bringing together brands, stylists, editors, creators, and media from across the Dutch creative scene.

Showroom video tour

Founded in 2005, So PR has grown into one of the Netherlands’ leading PR agencies, powered by a highly involved team, long-standing industry relationships, and an extensive media network.

Explore the So origin story

Brands we partner with

public relations
noun
1. the professional maintenance of a favourable public image by a company or other organization or a famous person.

SO STUDIO AMSTERDAM

Situated in Amsterdam Oud-West and directly connected to the So PR showroom, So Studio Amsterdam offers a versatile creative space for events, productions, and social-first experiences.

With 250 m² of natural light and adaptable zones for shoots, podcasts, pop-ups, workshops, private dinners, and brainstorm sessions, the studio serves as a flexible hub for brands, creators, and cultural moments.

Discover more at so-studio.amsterdam

Short lead So Services (for instant effect)

25 years in the making, our portfolio is ever-growing. From bespoke events and curated showroom exposure to impactful influencer marketing and scroll-stopping content creation, our most in-demand So Services are designed to elevate your brand presence across every touchpoint. Make it yours.

So PR creates tailor-made (online) events that communicate your brand message — whether you require one spectacular launch party or wish to showcase your product or brand during a (bi)annual press event.

Our in-house production team takes care of every detail, while our PR managers curate the perfect guest list management to match your brand, audience, and objectives.

No idea is off limits. Even during times of quarantine, we proved that successful online launches, digital brand experiences, and virtual events could still happen creatively and effectively.

We welcome stylists, vloggers, online influential movers and shakers, and celebrities daily in our So showroom, centrally located in Amsterdam. We offer brands the opportunity to make use of our showroom facilities, allowing collections to be pulled for online publications, influencer content creation, print editorials, and TV productions.

If your company isn’t based in or near Amsterdam, we can act as your second showroom — accommodating stylists, editors, and online personalities who are mainly situated in the city.

When visiting in person isn’t possible (a shame, considering the great coffee we serve and the variety of local shops, sourdough bakeries, and natural wine stores nearby), our showroom manager can provide an online showroom tour and arrange sample shipping in no time.

Service and making life easier for our beloved press & creator network have become more important than ever. We proudly support today’s freelance lifestyle and the increasing workload of individuals working across media.

With over 20 years of experience in both traditional PR and digital PR — dating back to the early rise of the online blogosphere — we have developed a strong understanding of how brands can effectively connect with the right audiences across both online and offline platforms.

Using a combination of strategic communication tools, media relations, and digital influence, our goal is to maximize brand visibility, social engagement, online & offline traffic, and long-term brand awareness — helping brands become true top-of-mind brands within increasingly competitive markets.

A key part of that success lies in identifying the right online personalities, content creators, and digital influencers who genuinely influence their audience and naturally align with your brand identity, presence, and tone of voice.

Our ever-growing Digital Team consists of social media-minded specialists with deep knowledge of the creator landscape, allowing us to connect brands with the exact profiles and partnerships needed to create meaningful impact.

Finding the right people for highly specific creative jobs can be challenging. The pool of talent is vast and often overwhelming — that’s where we come in.

Whether your goal is to increase social engagement, strengthen your brand identity, or create a perfectly curated social feed, we know exactly which creatives can bring your vision to life.

Through our extensive network of content creators, photographers, stylists, digital talent, and creative freelancers, we connect brands with the right people based on their specific online needs, visual direction, and budget.

Find a clear overview of all the So Services we offer

a So Production

STEVE MADDEN

BEYOND BORDERS

When good things come together, great teams combine and the stars align. Long Island meets Amsterdam as New Yorker Steve Madden joins forces with Dutch designer Ronald van der Kemp.

Steve Madden’s Beyond Borders event by the numbers:

88 influencers from 20 countries and 30 top European buyers filled 128 hotel rooms. 10 buzzing event locations welcomed our group with open arms, slick dance moves and 200+ vegan sliders, mimosas or crab raviolis. 1 TikTokker’s 6.8M followers catching every moment, 1 international celeb and their 9-strong entourage setting the vibes. 200 press slots and 1 fiercely sustainable Dutch designer taking the stage. 749 press clippings in 24 hour days that felt way too short (we needed at least 48-hour ones). 3 strippers, a night in jail, 1 (or more we’re not telling) peepshow, 30 runway-ready, yet streetcasted, models showcasing 30 looks created by an endless supply of paper. A 3-day whirlwind ending in that 1 monumental catwalk moment.

Show me more Cases

Hanro in L’HOMO Spring’26

Hanro in L’HOMO Spring’26

Mermade Hair on TikTok | Anna Nooshin

Steve Madden on Instagram | Marijn Kuipers and Dave Roelvink

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So News.

So News.

  • So OOH

    The legendary Rupaul once cleverly said: “If you can’t love yourself how the hell are you gonna love somebody else?” To which we can only reply with a loud AMEN!…

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