Australian boutique hotel collection, Lancemore, will open its seventh property in 2020, with Lancemore Crossley St. set to launch in Melbourne.

Following a $10 million transformation of the former The Crossley Hotel site, Lancemore Crossley St. will unveil 113 guest rooms each designed by architecture firm Carr (also behind Jackalope Mornington Peninsula).

Lancemore CEO Julian Clark said he was excited to add Lancemore Crossley St. to the company’s growing collection.

“This is our most ambitious project to date in, what is in my opinion, the best location in our home city Melbourne,” he said.

“The design will breathe new life into the building, referencing its past and present, to capture the essence of the city.”

Situated in an iconic laneway location, the hotel will feature five room types for guests to choose from as well as a rooftop terrace that can be utilised for events.

Dan Cox, director at design firm Carr, said Lancemore Crossley St. will fuse Melbourne art, theatre, architecture and urbanism to provide a “sensory experience”.

“The guest is drawn in to become the ultimate insider, retreating offstage from the performance of the city to an uncluttered, yet assuredly considered and tactile space,” he said.

“Guests can expect a raw and honest palette with luxury finishes that elevate the comforts of home to a new level.”

Creative agency Projects of Imagination (Chin Chin, Rare Hare at Jackalope, United Places) have been engaged to oversee the Lancemore Group rebrand, which will be unveiled in October.

The agency will also oversee all brand touchpoints for Crossley St, from the music you hear, the books in your room, the scent in the air and in-room collateral.

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