The Prince Hotel Launch
All in
THE STORY
The Prince Hotel is an institution. For over 80 years it has prevailed as Melbourne’s meeting place for those seeking novelty and pleasure. A mecca for the mischievous. A place where everyone is welcome and anything goes. Evolving and reincarnating itself to satisfy the ever changing hospitality landscape, The Prince undertook a royal revamp from 2016 to 2019. While its frivolity and inclusivity remained, a new era of The Prince Hotel unfolded.
The Prince came to us because they wanted to create an unforgettable and boundary pushing party that embraced the glamour and celebrated the grime. Whilst still respecting the history and antics of The Prince, we took a modern and progressive approach to the launch. Working alongside Amy Vaughan Creative to construct a tantalising tale of playfulness, promiscuity and plenty of booze - we went All In.
Five venues. One building. Endless exploration.
THE STAGE
The Prince Hotel, St. Kilda.
MEET THE PRINCE
Seduced into the foyer of The Prince Hotel by our tempting hosts, guests arrived at the starting point of their exploration. A sparkling sea of glitter and extravagant ensembles flooded the foyer. A large-scale projection above the check-in desk acted as a constant source of direction, allowing guests to freely explore and embrace the spaces at their leisure. Red lighting guided them upstairs to the wonderment that was The Red Room.
THE RED ROOM
In honour of the iconic red light that sat atop The Prince rooftop - acting as an unofficial beacon of Melbourne’s Red Light District - we transformed The Prince Deck into an art exhibition flooded with red light and a subtle haze. Soundscapes of squealing tyres, cackling laughs, clipping heels and broken glass guided guests past a custom large-scale projection of a quote from former neighbour Mischa Merz. For some, St. Kilda was a scary place. But for Mischa - “IT WAS MY IDEA OF UTOPIA”.
With headphones on and drinks in hand, guests took a moment to step back in time. ‘Prince Confessionals’ taken from The Public Bar demolition were displayed on a custom-built wall, encouraging guests to confess their own sins. Famous Prince Bandroom performances played in guest’s ears as they watched the famous “Last Drinks” documentary and explored The Prince’s wild past.
THE PUBLIC BAR
Inspired by the ‘All In’ mentality and iconic vibrancy, flamboyancy and personalities known to frequent The Prince Public Bar, this space was buzzing with colour, energy and booze. DJs and percussionists created modern spins on old classics and ultra cool ‘pub grub’ circulated the space, all referencing the ‘streetwise’ of Fitzroy Street and it’s iconic music scene. For those seeking more novelty - exclusive access to Little Prince Wine to experience the sensual sounds of a Spanish guitarist, superb wine and intimate conversation.
THE DINING ROOM
Encapsulating the charm and glamour of 1920’s art deco, The Prince Dining Room was transformed into a ‘one night only’ experience. Unexpected and ostentatious performances cascaded throughout the dining room, bar and atrium spaces, surprising and delighting guests at every turn.
Behind bold frosted doors a faint blur of colour tempted guests. From the beginning of the design process we knew that these spectacular doors needed to reveal an equally spectacular moment. As a truly encapsulating burlesque performance came to a close, the doors opened to reveal a kaleidoscope of colour and explosion of decadence. Lavish desserts, statement florals and tapered candles in every colour adorned the table. Behind it - a champagne tower waiting for its moment. It was extravagance in a room. A surge of guests and media propelled themselves to the table, trying to capture the enchantment in front of them. Champagne poured, desserts disappeared and the party continued.
At 9:00pm a black out was thrown over The Atrium. An incredible piece of music filled the room. Strobe lights and torches searched the audience. A haze of smoke pervaded the air and a scandalous performance transpired. ‘What the hell is happening?’ is what we were aiming for. To end the night - a nod to The Prince by The Prince, who sang Purple Rain in a sea of purple light and smoke. A fitting end to this epic party.
THE STORY
The Prince Hotel is an institution. For over 80 years it has prevailed as Melbourne’s meeting place for those seeking novelty and pleasure. A mecca for the mischievous. A place where everyone is welcome and anything goes. Evolving and reincarnating itself to satisfy the ever changing hospitality landscape, The Prince undertook a royal revamp from 2016 to 2019. While its frivolity and inclusivity remained, a new era of The Prince Hotel unfolded.
The Prince came to us because they wanted to create an unforgettable and boundary pushing party that embraced the glamour and celebrated the grime. Whilst still respecting the history and antics of The Prince, we took a modern and progressive approach to the launch. Working alongside Amy Vaughan Creative to construct a tantalising tale of playfulness, promiscuity and plenty of booze - we went All In.
Five venues. One building. Endless exploration.
THE STAGE
The Prince Hotel, St. Kilda.
MEET THE PRINCE
Seduced into the foyer of The Prince Hotel by our tempting hosts, guests arrived at the starting point of their exploration. A sparkling sea of glitter and extravagant ensembles flooded the foyer. A large-scale projection above the check-in desk acted as a constant source of direction, allowing guests to freely explore and embrace the spaces at their leisure. Red lighting guided them upstairs to the wonderment that was The Red Room.
THE RED ROOM
In honour of the iconic red light that sat atop The Prince rooftop - acting as an unofficial beacon of Melbourne’s Red Light District - we transformed The Prince Deck into an art exhibition flooded with red light and a subtle haze. Soundscapes of squealing tyres, cackling laughs, clipping heels and broken glass guided guests past a custom large-scale projection of a quote from former neighbour Mischa Merz. For some, St. Kilda was a scary place. But for Mischa - “IT WAS MY IDEA OF UTOPIA”.
With headphones on and drinks in hand, guests took a moment to step back in time. ‘Prince Confessionals’ taken from The Public Bar demolition were displayed on a custom-built wall, encouraging guests to confess their own sins. Famous Prince Bandroom performances played in guest’s ears as they watched the famous “Last Drinks” documentary and explored The Prince’s wild past.
THE PUBLIC BAR
Inspired by the ‘All In’ mentality and iconic vibrancy, flamboyancy and personalities known to frequent The Prince Public Bar, this space was buzzing with colour, energy and booze. DJs and percussionists created modern spins on old classics and ultra cool ‘pub grub’ circulated the space, all referencing the ‘streetwise’ of Fitzroy Street and it’s iconic music scene. For those seeking more novelty - exclusive access to Little Prince Wine to experience the sensual sounds of a Spanish guitarist, superb wine and intimate conversation.
THE DINING ROOM
Encapsulating the charm and glamour of 1920’s art deco, The Prince Dining Room was transformed into a ‘one night only’ experience. Unexpected and ostentatious performances cascaded throughout the dining room, bar and atrium spaces, surprising and delighting guests at every turn.
Behind bold frosted doors a faint blur of colour tempted guests. From the beginning of the design process we knew that these spectacular doors needed to reveal an equally spectacular moment. As a truly encapsulating burlesque performance came to a close, the doors opened to reveal a kaleidoscope of colour and explosion of decadence. Lavish desserts, statement florals and tapered candles in every colour adorned the table. Behind it - a champagne tower waiting for its moment. It was extravagance in a room. A surge of guests and media propelled themselves to the table, trying to capture the enchantment in front of them. Champagne poured, desserts disappeared and the party continued.
At 9:00pm a black out was thrown over The Atrium. An incredible piece of music filled the room. Strobe lights and torches searched the audience. A haze of smoke pervaded the air and a scandalous performance transpired. ‘What the hell is happening?’ is what we were aiming for. To end the night - a nod to The Prince by The Prince, who sang Purple Rain in a sea of purple light and smoke. A fitting end to this epic party.
“My nights… punctuated by the sound of men in high heels going to and from The Prince of Wales, the slamming of doors and the squeal of tyres. Sirens, screams, shouting and the sound of breaking glass almost every night… like scenes from Martin Scorsese’s Taxi Driver on loop. Some were too frightened to even visit. It was my idea of utopia.”
– Mischa Merz, who rented for $25.00 a week on Jackson Street, Fitzroy.
Event Design & Project Management, The Style Co.
Flowers, Superbloom by The Style Co.
Venue, The Prince Hotel.
Entertainment, Amy Vaughan Creative.
Styling Photography, Finder Seeker Photography.
Event Photography, Tommy Creative, Mushroom Creative & Jayden Ostwald.