QT HOTEL, MELBOURNE

An eclectic fusion of glamour and eccentricity celebrates the brand’s essence at QT Melbourne.

A graphic trompe l’oeil collage of Melbourne and Paris laneways is etched and filled into the brass reception desk.

A graphic trompe l’oeil collage of Melbourne and Paris laneways is etched and filled into the brass reception desk.

In the main lobby a digitally printed translucent fabric ceiling was conceived as a window to the sky, abstracted by splicing into a herringbone pattern.

A graphic trompe l’oeil collage of Melbourne and Paris laneways is etched and filled into the brass reception desk.

A graphic trompe l’oeil collage of Melbourne and Paris laneways is etched and filled into the brass reception desk.

In the main lobby a digitally printed translucent fabric ceiling was conceived as a window to the sky, abstracted by splicing into a herringbone pattern.

Placemaking
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a glitching, moving image of a dutch- old-master-style painting of a bouquet of flowers

A Fleuriste glitch on a traditional floral arrangement appears as a rear-illuminated graphic in the elevator

Maison Noir wallpaper illustrated by Stuart Patience in the dining space at QT Melbourne.

Maison Noir wallpaper illustrated by Stuart Patience in the dining space at QT Melbourne.

At first glance our wallpaper looks like a traditional French toile, but a closer look reveals a cheekier undercurrent.

At first glance our wallpaper looks like a traditional French toile, but a closer look reveals a cheekier undercurrent.

At first glance our wallpaper looks like a traditional French toile, but a closer look reveals a cheekier undercurrent.

At first glance our wallpaper looks like a traditional French toile, but a closer look reveals a cheekier undercurrent.

At first glance our wallpaper looks like a traditional French toile, but a closer look reveals a cheekier undercurrent.

At first glance our wallpaper looks like a traditional French toile, but a closer look reveals a cheekier undercurrent.

Dark romance takes centre stage at Pascale Bar & Grill; a custom-designed graphic on the central armoire collages elements of the boudoir and the salle-de-vin.

Detail of the custom-designed graphic on the central armoire in Pascale Bar & Grill.

Detail of the custom-designed graphic on the central armoire in Pascale Bar & Grill.

Detail of the custom-designed graphic on the central armoire in Pascale Bar & Grill.

Detail of the custom-designed graphic on the central armoire in Pascale Bar & Grill.

Detail of the custom-designed graphic on the central armoire in Pascale Bar & Grill.

Detail of the custom-designed graphic on the central armoire in Pascale Bar & Grill.

In a twist on the 'boudoir' theme underpinning the hotel experience, a collage of classical sculptures installed as digital wallpaper envelopes surfaces within the washroom.

“Throughout the public spaces and 188 rooms at QT Melbourne, there is a sense of artistic discovery, from the lustrous copper entry to the lifts offering cheeky chat-up lines and the naughty wallpaper decorating corners of Pascale Bar & Grill.”

Wallpaper*

Deep bronze-patinated letterforms with uplighting create a dramatic identity for the Barclay private dining room.

Elevator directory signage becomes a sculptural installation with deep-extruded text and uplighting.

Guest room numbers laser-cut through a cylindrical light fixture.

Deep bronze-patinated letterforms with uplighting create a dramatic identity for the Barclay private dining room.

Elevator directory signage becomes a sculptural installation with deep-extruded text and uplighting.

Guest room numbers laser-cut through a cylindrical light fixture.

Signage & Wayfinding
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QT Hotels offer an eclectic mix of design and art, style and luxury – always with a touch of the unexpected, but also with an unique aesthetic informed by each hotel’s location. Following successful branding collaborations with the client in Sydney, Port Douglas, Queenstown and Wellington, the studio was tasked with designing a Melbourne-inspired identity for the brand’s newest incarnation.

Situated where the Paris end of city meets the darker underground of its Russell Street laneways, the narrative concept for QT Melbourne is based on physical context and the theatre of burlesque. Fusing French Noir with the innate glamour of the QT brand, a filmic-like undercurrent is omnipresent across guest touchpoints, from the intriguing visual identity to the graphic installations, transforming the hotel experience into ‘Maison QT’.

  • Project Scope

    Visual Identity

    Art Direction

    Printed Collateral

    Venue Identities

    Environmental Design

    Wayfinding Signage

  • Project Collaborators

    Interior Design: Nic Graham and Associates and Indyk Architects

    Architects: Candalepas

    Illustration: Stuart Patience

    Photography: Mark Roper

  • Awards

    2017 AGDA Pinnacle Award – QT Melbourne, Environmental Design

    2017 Australian Gourmet Traveller, Large Hotel of the Year

    2017 Australian Gourmet Traveller, Best Bar

52 ARTISTS 52 ACTIONS Identity, Publication and Digital
52 ARTISTS 52 ACTIONS Identity, Publication and Digital