The Bar at Double Bay - Hospitality Activation

Sydney, 2021–2022

With a clear strategic brief to elevate and activate the InterContinental Sydney Double Bay's food and beverage spaces, I developed the strategy, partnerships and brand positioning that resulted in the launch of The Bar — one of Sydney's most celebrated hotel bar openings in recent years.

The strategy centred on a partnership with Maurice Terzini, restaurateur and founder of Icebergs Dining Room and Bar, to reimagine the hotel's offering from morning through to late night across the bar, restaurant, rooftop and in-room dining. Taking the client brief, I oversaw the full execution from vision, brand development, communications, marketing, to partnerships and activation.

The Bar launched as a classic cocktail and supper club, inspired by the great hotel bars of London, Rome, Paris and New York including martini trolley service, tableside rituals, nightly piano and jazz. Terzini's influence extended across the rooftop pool bar and in-room dining. The Bar achieved record profits within four weeks of opening, was named among Sydney Morning Herald Good Food's 20 Best Bars in Sydney, and won Hotel Bar of the Year at the HM Awards for Excellence 2022.