Made of Melbourne.
Novotel & Ibis Styles
- Melbourne Airport
The Novotel and Ibis Styles Development at Melbourne Airport is a significant project adding 464 hotel rooms. BrandWorks was engaged from 2019 through to the completion and launch in 2024, collaborating with Melbourne Airport and Accor, on the precinct’s food and beverage venues, and co-working space. Designed by award-winning Melbourne architects FK Fender Katsalidis, the development features interiors by Technē, based on concepts developed by BrandWorks.
The overarching concept for the three F&B venues - Boccata, Small Holdings, and Amber State - centres around the theme "Made of Melbourne," reflecting the city’s esteemed reputation as a global food destination in three key areas: coffee culture, Italian heritage, and craft beer. Aerofoil, the co-working space, draws inspiration from the architecture of the building, embodying the meeting of the jet age and the digital age.
Amber State
Amber State is a modern taphouse and kitchen that revives the classic Australian tradition of beer and barbecue in a casual setting. Designed as a social hub, Amber State appeals to hotel guests and airport workers seeking a relaxed environment.
With a focus on quality craft beers and comfort food, BrandWorks developed a branding strategy and collateral that reflect the venue's laid-back yet vibrant atmosphere. The result is a welcoming space that encourages social interaction and communal dining, fitting seamlessly within the airport’s dynamic landscape.
Boccata
Boccata is a vibrant Italian kitchen and wine bar that offers a modern take on traditional Italian cuisine. Celebrating Melbourne’s rich Italian heritage, Boccata combines local ingredients with classic recipes to create a unique dining experience.
With a warm and inviting atmosphere, the venue caters to hotel guests and airport workers, positioning itself as a premium dining option. BrandWorks developed a comprehensive branding strategy and collateral rollout, establishing Boccata as a standout venue within the bustling airport environment.
Small Holdings
Small Holdings serves as a premium bakery café within the Novotel and Ibis Styles complex. Designed to provide travellers with a welcoming space, this venue focuses on artisanal baked goods and specialty coffee sourced from local producers.
BrandWorks crafted a brand identity that emphasises quality and authenticity, showcasing Melbourne's renowned coffee culture. The venue's warm, inviting atmosphere and thoughtfully curated menu cater to the needs of airport workers and hotel guests, making it a beloved stop for fresh, morning pick-me-up.
Aerofoil
Aerofoil is a premium co-working space designed for professionals operating within Melbourne Airport and surrounding areas. With a focus on providing a sophisticated working environment, Aerofoil caters to both short-term travellers and long-term corporate tenants. The branding emphasises exclusivity and high-quality amenities, creating an ideal space for productivity and collaboration. BrandWorks developed a comprehensive strategy that positions Aerofoil as a distinguished hub for corporate professionals, integrating Accor's hospitality expertise with innovative workspace solutions to meet the demands of modern business.