Ennismore, which is a joint venture with Accor, has announced it will bring The Hoxton to Melbourne in 2027, while Hilton’s Tapestry Collection is taking over The Motley Hotel Richmond before the end of the year.
The Hoxton will be located within a mixed-use redevelopment of an old match factory in Cremorne, with developer Alfasi Group to spend $600 million on the project, including $20 million on conservation and adaptive reuse of the historic site.
The hotel will have 198 rooms, a hybrid event space called The Apartment, built around a communal pantry, a gym and three food and beverage outlets including a café, bar and signature restaurant.
“We are delighted to bring The Hoxton to Australia for the first time,” said Ennismore founder and co-CEO, Sharan Pasricha.
“As free-spirited as it is sophisticated, Melbourne has been in our sights for a long time for The Hoxton, and Cremorne is a perfect fit for the brand.
“Our guests and brand followers have long been asking for a Hoxton in Australia, and we’re thrilled to finally make it happen in a brilliant building steeped in history [which] started life as a matchstick factory. We look forward to making our guests feel at home while discovering the very best of our new neighbourhood.”
Cremorne is located just 3km southeast of Melbourne’s CBD, just south of Richmond.
Managing director of Alfasi Group, Gill Dvir, said the company was thrilled to partner with Ennismore.
“We are committed to preserving the rich history of this site while adapting its historically significant buildings for retail and hospitality uses that the community can enjoy. With its strong focus on community and neighbourhood, The Hoxton perfectly aligns with our vision for this world-class precinct.”
Meanwhile, Hilton has signed The Motley Hotel Richmond to its Tapestry Collection by Hilton as part of a franchise deal with Amber Property Group, which also has The Sebel Ringwood in its portfolio.
Alongside its 80 rooms, the hotel has a meeting space and a rooftop bar and restaurant.
“This new brand entry will enrich Hilton’s diverse portfolio in Australasia as we bring new brands to new markets across the Asia Pacific,” said Hilton’s area vice president for APAC and head of Australasia, Paul Hutton.
“The addition of the Motley Hotel Richmond, Tapestry Collection by Hilton, reflects Hilton’s commitment to accelerate its lifestyle category growth.”
The hotel is located on Bridge Road, close to the MCG and CENTREPIECE at Melbourne Park.
