Chido Chido - Mercure, Doncaster VIC
STRATEGY / FEASIBILITY MODELING / BRANDING
Tacos, Tequila and Tango.
Introducing Chido Chido, a playfully hedonistic, South American-inspired rooftop bar and dining, atop of Mercure’s flagship hotel, situated above Bunnings Warehouse Doncaster, Melbourne. The $70 million hotel, in partnership with the Accord Property Group and Accor, is part of a regional expansion strategy for the brand with new Mercure-branded properties. Scheduled to open in late-2021, the 183-room property is located next to Westfield Doncaster shopping centre.
BrandWorks was engaged by Accord Property and Accor to research and analyse the conditions of the project, provide a demographic feasibility model, develop a F&B concept strategy and design the brand identity for the rooftop venue. Fundamentally, the concept needed to offer a unique point of interest given its proximity to Westfield Doncaster’s F&B current offerings.
Inspired by Mexico City’s famed food and bar culture, the name refers to “Cool” or “Good vibes” in Spanish and the brand aspires to be authentically laid back and chilled. Focusing on the street food culture of Mexico, the design aesthetic is both modern and contemporary, without trying too hard to cut through the noise of its counterparts. Think Cancun or Isla Mujeres - it’s a place where you’d rather be.
Now open.
