Hyde is a joint venture between Accor and Ennismore Hotels. There are currently five Hyde hotels around the world, with a further nine in the pipeline, set to deliver about 2,300 rooms.
Described as “bohemian chic” this latest lifestyle brand is to be built on Pier Street in Perth – a short walk to the convention centre at Elizabeth Quay – featuring 120 rooms including 18 suites, plus two dedicated event spaces.
The brand appeal is further reinforced by terms like a “lively bar” a “playful beach club” and a “destination restaurant”. If there’s any Dr Jekyll to be found inside Hyde, it might be its transformation in the evening into a curated music venue, suggestions of a festival vibe and to “expect the unexpected”.
Certainly central to the brand promise is a social environment so you’ll find long tables to encourage conversation and lots of sofas.
If it sounds like a pitch to the younger generation tired of men in suits, it probably is. And maybe the location of the first three Hyde hotels – Dubai, Miami and Ibiza – tells at least part of the story. Queenstown, London and Bodrum – also party destinations – are next on the drawing board.
Commenting on the announcement, Tourism WA managing director, Carolyn Turnbull, predicted the Hyde would be popular with travellers.
“We are delighted that Ennismore chose Perth for its first Hyde hotel in Australia. Tourism WA is excited to welcome this new premium accommodation offering, which will reflect Perth’s cosmopolitan urban culture and create an unforgettable visitor experience for Western Australians and travellers to enjoy.”
