A dynamic design response along a historic route.
Paying homage to the rich archive of Holiday Inn design while referencing the dynamic revitalisation of Coburg inspired a thoroughly original assemblage of ideas.
A gateway parcel on the historically signiﬁcant Melbourne to Sydney route gave rise to a contemporary architectural insertion. The striking parametric design responds to the story of its location and reﬂects the essence of the IHG and Holiday Inn brands.
Through reﬂective glazing, quintessential inner urban views are observed from signature window lounges, while interactive street art engages passing foot trafﬁc and provides a tangible public beneﬁt for a connected neighbourhood.