Maurice Terzini launches residency at The Bar, Double Bay

Hotel Bar, Sydney

Sydney, 2021–2022

Projects of Place was engaged by the new owners of the InterContinental Sydney Double Bay to create a strategy that would elevate and activate the hotel's underperforming food and beverage spaces—from morning through to late night—across the restaurant, bar, rooftop, and in-room dining.

Our strategy centered on a partnership with Maurice Terzini, the restaurateur, entrepreneur, and 'Icon of Industry,' to reimagine the hotel's offering. This partnership launched The Bar, a classic cocktail and supper club inspired by the great hotel bars of London, Rome, Paris, and New York. Glamour and sophistication arrived through martini trolley service, tableside rituals, a decadent cocktail and food menu, and nightly piano and jazz performances. Terzini's influence extended to the rooftop pool bar and in-room dining, bringing a fresh perspective informed by how guests actually experience these spaces.

We oversaw the vision, strategy, brand development, communications, marketing, partnerships, and activation. The Bar quickly became a destination for hotel guests and the local community alike, achieving record profits within four weeks of opening and earning outstanding national and international media recognition—including being named among Sydney Morning Herald Good Food's '20 Best Bars in Sydney' and winning Hotel Bar of the Year at the HM Awards for Excellence 2022.