Project No.37 —
Hotel Bar, Visual Identity, St Kilda Road Melbourne
Showroom Bar
Someone once said a great bar is a memorable bar. More than just a place to have a drink or a meal, it should be an opportunity to be taken away... to escape to another place. The Showroom Bar is the flagship venue within the new Royce Hotel. A hotel inspired by the age of glamour; a time when opulence reigned supreme and the trappings of wealth were on display. A time when hotels were places for celebrations, secret rendezvous, the house jazz band played and the manager knew you by name.
With the new brand, we leave the stiff collars and plums in mouths behind. We celebrate the flamboyance of high society, but with a touch of irreverence; we entertain guests with a light-hearted poke at the pomposity of yesteryear, giving them license to have some fun, splash out and spoil themselves. Because living a little never goes out of style.
Inspiration
Much like the Tom Collins cocktail, the original is always the best. No idiosyncratic twists, no interpretations. The pure, unadulterated original. Who are we to argue? Occupying the ground floor and grandest space, the Showroom Bar is all about greatness; bringing back the greatness. JK Palace in Florence, Hotel Coste in Paris, Balthazar in New York, The Ned in London. They're great venues, with even better hospitality. They've inspired customer service, added extra character to the menus and a unique flavour to the Showroom Bar experience.
Brand Experience
At Assembly, developing a brand is a greater responsibility than designing a mere 'cosmetic' overlay. With a strong foundation narrative, the Showroom Bar is a classic example of how a brand can enhance an experience — becoming a source of inspiration for service, menus as well as an opportunity for continual renewal.
For the Showroom Bar, it was less about 'fine dining' and more about making things memorable and mouthwatering. Steak frites borrowed from the Balthazar? Cosmopolitan seen at The Savoy? Tasty. And terrific. The objective was to leave the stiff collars and plums in mouths behind. Honest and approachable, the bar employees share their favourites and why they love them — whether it be delicious dishes or quintessential cocktails. In our era of mediocrity, the Showroom Bar aims to entertain — celebrating the classics, in a classic Melbourne setting. And that's what keeps people coming back.
Photography and Illustration
Yes, we love language — but pictures speak a thousand words. At Assembly, we regularly leverage the power of imagery in our work. The Showroom Bar photography added a level of sophistication and was carefully balanced by the sense of 'play' and informality from illustration.
Showroom Bar in 3 seconds
Work Completed
End–to-end; brand strategy, naming, visual identity, brand photography, signage, website design and printed collateral
External Link
MOBILE
Project No.37 —
Hotel Bar, Visual Identity, St Kilda Road Melbourne
Showroom Bar
Someone once said a great bar is a memorable bar. More than just a place to have a drink or a meal, it should be an opportunity to be taken away... to escape to another place. The Showroom Bar is the flagship venue within the new Royce Hotel. A hotel inspired by the age of glamour; a time when opulence reigned supreme and the trappings of wealth were on display.
With the new brand, we leave the stiff collars and plums in mouths behind. We celebrate the flamboyance of high society, but with a touch of irreverence; we entertain guests with a light-hearted poke at the pomposity of yesteryear, giving them license to have some fun, splash out and spoil themselves. Because living a little never goes out of style.
Inspiration
Much like the Tom Collins cocktail, the original is always the best. No idiosyncratic twists, no interpretations. The pure, unadulterated original. Who are we to argue? Occupying the ground floor and grandest space, the Showroom Bar is all about greatness; bringing back the greatness. JK Palace in Florence, Hotel Coste in Paris, Balthazar in New York, The Ned in London. They're great venues, with even better hospitality. They've inspired customer service, added extra character to the menus and a unique flavour to the Showroom Bar experience.
Work Completed
End–to-end; brand strategy, naming, visual identity, brand photography, signage, website design and printed collateral
External Link
DESKTOP
MOBILE
DESKTOP WIDE
Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.
Visit 11-13 Cubitt Street Cremorne VIC 3121 AU Email hi@theassembly.com.au
Call +61 3 9600 2220 Stalk us Instagram, LinkedIn Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024
DESKTOP
Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.
Visit 11-13 Cubitt Street Cremorne VIC 3121 AU Email hi@theassembly.com.au
Call +61 3 9600 2220 Stalk us Instagram, LinkedIn Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024
TABLET WIDE
Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.
Visit 11-13 Cubitt Street Cremorne VIC 3121 AU
Email hi@theassembly.com.au Call +61 3 9600 2220
Stalk us Instagram, LinkedIn Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024
TABLET PORTRAIT
Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.
Visit 11-13 Cubitt St Cremorne VIC 3121 AU
Email hi@theassembly.com.au
Call +61 3 9600 2220
Stalk us Instagram, LinkedIn
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024
MOBILE
Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.
Visit 11-13 Cubitt St Cremorne VIC 3121 AU
Email hi@theassembly.com.au
Call +61 3 9600 2220
Stalk us Instagram, LinkedIn
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024
