The Croft house

BRANDING, INTERIOR

thecrofthouse.com.au

BrandWorks was engaged by the Accor Group to completely reimagine the ground floor restaurant of the Sebel Hotel, Brisbane. The process began through a thorough strategic investigation of the site, its opportunities, competitors and local customer sentiment. The concept evolved, with a Modern Australian accent, coined as the theme of 'Effortless Abundance'. A priority of the emerging CBD consumer called for dining solutions to accomodate busy lifestyle demands, informing an all day dining concept.

The interiors were defined through 'wine distillery meets city pace'. The design was a strategic floor plan that considered commercial viability and customer comfort equally. Conceptual activations were planned into the space in alignment with the offering. The introduction of a barista coffee window with serving onto Albert Street promoted opportunity for morning commuters, while also maximising the interior space.

Lush tropical planters and dark greenery help bring a ‘local touch’ to its ambiance. The ambience is a contrast of natural light and airy, to darken wood, steel and brass overtones. Quality, a bit of glamour and city sophistication inspire the branding and interior details.

City dwellers and urbanites finally have a place that they can call their ‘local’.  Where cafe-styled food is a mix of grab-to-go, order from the counter and limited à la carte by day, it becomes bar-centric bistro-style table service, shared plates and drinks by night. All-day-dining come together in a refined cafe-bistro look and feel.

Photographer: Dean Swindell / Toby Scott