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Occupying the nexus of design, fashion, entertainment and hospitality, Chadstone has evolved over the past 60 years to be an internationally recognised lifestyle, entertainment and tourism destination. Central to this remit is Hotel Chadstone – a luxury hotel serviced by MGallery by Sofitel. With 250 guest rooms over 12 levels, 3 Deep were appointed to establish a comprehensive brand strategy for the Hotel in addition to all supporting marketing, communication, brand and experiential touch points.

After working with our client to capture the Hotel's strategic vision and desired theatre of experience, a comprehensive brand platform was established that would position hotel and complement Accors Group's existing MGallery portfolio. Inspired by the journey of fashion, our strategy responded to the need to amplify Chadstone's fashion credentials while shifting perceptions of the precinct from a retail centre to an iconic cultural destination.

Inspired by the journey of fashion, our strategy responded to the need to amplify Chadstone's fashion credentials while shifting perceptions of the precinct from a retail centre to an iconic cultural destination.

The Hotel Chadstone brand is distinguished by a commitment to building a deep emotional connections with guests, retailers, partners and employees. Delivered through the careful curation of services, experiences and partner brands, the Hotel creates a unique ceremony of engagement that is steeped in fashion, creativity, luxury and considered design.

A cornerstone in creating a unique guest experience was the design of unique signatures, narratives and rituals that reinforced the hotel’s strategic vision and position. As the world’s best hotels are now experienced and judged in multiple dimensions from the style of music played, through to the unique sensory experiences presented to guests, it was vital that we worked with our client to establish the guiding pillars that would underpin each experience. Working with cross-functional teams, five key pillars were then embedded throughout all interior signatures, service narratives, placemaking initiatives, way finding and livery.

Our ambition for the brand was to not just deliver upon guest expectation, but far exceed it.

Complementing our work on the Hotel brand, 3 Deep were commissioned to establish the brand and supporting communication outcomes for each of the food and beverage assets located within the Hotel. Working in partnership with a range of stakeholders including Scott Pickett of Pickett and Co Restaurant Group, 3 Deep established the naming, brand identity and supporting livery for both Pastore and Altus located on the ground floor and level 12 respectively.

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