The brand strategy for The Old Clare Hotel was developed to bring new life to both the building and the neighbourhood, which makes sense when you consider the importance that travellers now place on local experiences.
As well as its 62 rooms, the hotel also includes two restaurants – Automata by Clayton Wells and Kensington Street Social by Jason Atherton – and The Clare, a lobby bar that pays tribute to its bohemian roots. In combination, the hotel and its hospitality offer have catalysed the Kensington Street Precinct and Chippendale more broadly.
Despite this recent activity, in name and personality The Old Clare brand is inspired by the building’s past lives. These are many and varied and are captured in both the visual identity and architectural design. A matriarch of sorts, The Old Clare Hotel exudes a sense of permanence in a rapidly changing world and makes you feel comfortable right when you need it most.
“Hip yet hospitable, both contemporary and classic, Sydney’s hottest new hotel, The Old Clare, places its guests in the thick of the city’s action.”