The brother and sister behind So So Houses. Puglia.

So brother. So sister. So So.

How it started.

It started with Solen.

She came to Puglia, the way people sometimes do, without a plan. She found Salento. She found Masseria Coucou — a five-bedroom farmhouse near Neviano with olive groves, an open-air kitchen, and three acres of the kind of quiet that makes you forget you had anywhere else to be. She didn't walk away. She bought it.

Then she called her brother.

Serhan came to see what all the fuss was about. He understood immediately. He also found a palazzo — 750 square metres of historic Pugliese architecture in the centre of Galatone, the kind of building that takes centuries to become itself, and about thirty seconds to fall in love with. He didn't walk away either.

That is how you end up with two extraordinary houses, one name, and a family project that neither of them entirely planned.

The Family

The People behind it.

Solen and Serhan. Sister and brother. Both, at different moments, undone by the same part of Italy.

We come from a family that has always taken the details seriously. Our background is in Hibboux, the Turkish bedding and mattress brand — which is why every So So bed is a Hibboux bed, and why we will not apologise for how long you sleep here.

We are in love with Puglia. Its history. Its people. Its food, its light, its stubborn insistence on doing things properly. That love is not a brand strategy. It is simply true. And it shows up in everything — in the properties we chose, in the way we run them, and in the fact that when something needs doing, you are talking to us. Not a call centre. Not a property manager. Us.

The Philosophy

So, why So So?

Because the best places don't take themselves too seriously. Because warmth and beauty are not opposites of each other. Because Puglia deserves more than another beautifully photographed house that feels like nobody actually lives in it.

So So is a family project, in every sense. Two siblings who fell for the same corner of southern Italy, at different times, for exactly the same reasons. The houses reflect that — specific, personal, and genuinely loved by the people who own them.

That is not nothing. That is, in fact, everything.