The design concept of the hotel was thought out and implemented by the famous Italian architect Antonio Citterio. It is based on a unique piece of jewelry art, the Faberge egg, symbolically used. The hotel has 137 rooms and suites, each one looks stylish thanks to the furniture of the Italian company B&B Italia, and the incredible play of light and shadow is created by the gilded Ortenzia lamp from the Terzani factory and Artemide lamps. The atmospheric SPA Urban Wellness Zone is located on the ground floor of the hotel.

After the withdrawal of the hotel from the control of Sofitel (Accor) and its subsequent disconnection from the global brand website, the hotel management decided to launch its own independent website. Like all new sites, its positions in search engines were extremely low, which directly affected traffic and the number of direct bookings. In July 2024, the management of SO/St. Petersburg turned to SEA Company for help in promoting the hotel's website.

In order to increase traffic and the number of direct bookings without a direct advertising budget, it was decided to start work on the «SEO Promotion» package.

At the first stage, a full technical audit was conducted, a number of shortcomings were identified that hinder the organic growth of the site, a comprehensive audit of the content of competitors' websites necessary for ranking and commercial factors was performed, and a semantic core was assembled for promotion. All necessary metrics and site position tracking systems are also configured.

The second stage was the content optimization of the site's pages, including complete rewriting of text blocks, as well as optimization of the tag structure in accordance with the agreed semantic core.

In the third and subsequent stages, monthly work was carried out on the purchase of the reference mass, the spot study of the top search engine queries, checking the correctness of the indexing of the site and making adjustments if necessary.