Thursday, August 29, 2024 Alfasi Group announces global expansion with The Hoxton debut in Melbourne, slated for 2027. A new chapter begins for this iconic hotel brand. Ennismore and Alfasi Group have unveiled plans to introduce The Hoxton hotel to Melbourne, marking its first foray into Australia.
Located within the Matchworks Precinct at 560 Church Street in Cremorne, this stylish addition is slated to open in 2027, signifying a significant milestone in The Hoxton’s global expansion strategy. The Melbourne outpost will feature 198 guest rooms, available in The Hoxton’s signature room categories: Cosy, Roomy, and Biggy. True to its reputation, the hotel will boast vibrant, open-door lobbies and embrace the local culture through its art, design, retail offerings, and diverse programming.
The interiors will reflect the rich history of the building and the creative spirit of the surrounding community. Designed as a welcoming space for both guests and locals, The Hoxton will house three distinctive dining venues: an all-day café, a lively bar, and a signature restaurant. Additional amenities will include The Apartment, a versatile event space centered around a communal pantry, and a gym catering to wellness-focused travelers.
Nestled in the historic Cremorne neighborhood, known for its creative and innovative vibe, The Hoxton will be surrounded by Victorian terraces and converted warehouses, making it one of Melbourne’s most dynamic areas. The location’s proximity to Melbourne’s CBD ensures seamless access to the city via public transport, major roadways, and bike paths. Sharan Pasricha, Founder & Co-CEO of Ennismore, expressed enthusiasm about the Australian debut of The Hoxton, stating, “Melbourne’s unique blend of sophistication and free-spiritedness has always attracted us.
Cremorne is an ideal location for The Hoxton, and we’re excited to bring the brand’s distinctive character to this historic site, originally a matchstick factory. Our aim is to provide guests with a sense of home while they explore the vibrant local scene.” Gill Dvir, Managing Director of Alfasi Group, added, “We are excited to partner with Ennismore at 560 Church Street, Cremorne.
Our commitment is to honor the historical significance of the site while transforming its spaces for retail and hospitality that resonate with the community. The Hoxton’s focus on community engagement aligns perfectly with our vision for this world-class development.” The Hoxton is renowned for its open-house philosophy, deeply rooted in the local culture and community of each location, spanning key cities across the UK, Europe, and North America.
Every Hoxton hotel embodies the essence of its neighborhood, blending vibrant public spaces with innovative dining options, making each property a beloved spot for locals and travelers alike. The Hoxton currently operates 16 hotels, with recent openings in Berlin’s Charlottenburg, Brussels, a second site in Amsterdam, and Vienna. Upcoming locations include Edinburgh, Florence, and Oslo, the latter marking the brand’s Scandinavian debut.
This new signing complements Ennismore’s expanding portfolio in Australia, which includes upcoming projects like the Mondrian Hotel and Residences Gold Coast, Hyde Perth, and 25hours The Olympia Sydney..
