Home-grown hotel brand Adina Apartment Hotels has marked its 20th anniversary by declaring it intends to showcase its distinct Aussie design and style in cities around the world.
Design features include high-end Smeg appliances, Hunter Lab amenities, Indigenous artworks by Vivian Ziherl, specially crafted fragrances by Scent Australia and more, all combining to create a homely sense of place.
These features and other local flavours were showcased yesterday at Adina Town Hall in Sydney, which was opened for invited guests to explore an all-new look which debuted earlier this year and will be rolled out in line with refurb timelines.
Industry insiders encountered numerous activations including wine tastings, native-inspired scents, design walk-throughs and in-room cooking demonstrations.
The Adina brand currently has more than 40 hotels in Australia, New Zealand, Singapore and Europe and will this year welcome guests in the UK for the first time with two properties opening in Cambridge and Glasgow.
“We’ve been working on building a brand positioning and trying to work through what we want it to stand for from an Australian perspective where ‘Australian-ness’ is one of our core pillars,” TFE Hotels Director of Brand Geraldine Connell said.
INSIDE: Check out the new style of Adina Town Hall
“So that included thinking about the colours, the textures, the hues that guests start to see in the design, and then in terms of the guest experience, it’s all about casual simplicity and how that comes through in our identity elements.
“We’re an empowerment brand and people are living and staying with us, so how do we make that living and staying easier,” she said.
Post-refurb apartments feature dark green carpeting juxtaposed against white walls, dark appliances and gold brass fittings and alongside curved furniture and a welcoming lounge room.
Such simplistic living means apartments either have kitchen appliances and utensils in-room or available on-demand, which is then coupled with the brand’s new digital web app where guests can communicate with staff.
Connell said she was now charged with taking Adina’s new style of ‘Australian-ness’ to the rest of the world, to cities such as Munich, Dusseldorf, Geneva and Vienna, with the latter recently welcoming TFE’s premium brand A by Adina to its hotel stock.
“It’s not that formal experience that you might get in many hotel-style properties – it’s a little more laid-back, a little more relaxed and a little more casual,” Connell enthusiastically added.
TFE Hotels Chief Executive Antony Ritch said the company is evolving the brand to reflect how people live today – connected, conscious and design-focused.
