Australian boutique hotel collection, Lancemore, will add a new Melbourne hotel to their stable in early 2020, offering business travellers an alternative to large chain hotel brands.
Working with award-winning design firm Carr, Lancemore Crossley St. will be the seventh property in the company’s portfolio, following Lancemore Lindenderry Red Hill, a sophisticated country-house hotel by Hecker Guthrie, and the understated Potts Point property, Larmont Sydney by Lancemore by Hassell Studio.
Previously named Romeo Lane, Crossley Street is the pinnacle of Melbournian culture, centrally located near the Paris end of Bourke Street, Theatre District, restaurants such as Gingerboy, Becco and Pellegrini’s, and the tempting sights and sounds of Chinatown.
“This is our most ambitious project to date in, what is in my opinion, the best location in our home city Melbourne,” says Lancemore CEO Julian Clark. ” The design will breathe new life into the building, referencing its past and present, to capture the essence of the city. Every detail has been considered through the lens of the new Lancemore brand, launching in October, to offer a true Melbournian experience for the discerning guest.”
The hotel is undergoing an AU$10 million (US$6.8 million) transformation, with its interiors artfully reimagined by Carr, one of Australia’s most influential architecture and interior design firms, whose design portfolio also includes award-winning hotels Jackalope Mornington Peninsula and United Places Botanic Gardens.
Situated in an iconic laneway location, the hotel will feature five room types for guests to choose from, each room’s walls hung with bespoke commissions from emerging artists, as well as a quintessentially-Melbourne rooftop terrace boasting sparkling city skyline views. Despite hosting a melting pot of arts, culture, food, and fashion, the hotel promises to exude a quietness through consideration and authenticity. Guests can choose whether to retreat to the exquisite calm the 113 private rooms on offer or experience the captivating program of the public spaces.
Creative agency Projects of Imagination, known for its work on Chin Chin, Rare Hare at Jackalope, and United Places, has been engaged to oversee the Lancemore Group rebrand, and all the brand touchpoints for Crossley St, with the aim to connect with customers on every level – from the music they hear, and the books in guests’ rooms, to the scent in the air and beautiful in-room collateral, which includes bespoke illustrations by Alice Lindstrom.
Also in the Headlines…
AA Launches Business Extra Loyalty Program in Hong Kong
About the Author
