Through close and creative cooperation with owners, Studio Tate and Pop & Pac, every element of Middletown has been seriously considered. Randy and Vale decided to involve these studios from the very first day. Their idea is to create a truly comprehensive experience that should be based on the same brand story.
In the early brand promotion phase of the project, beautiful, refined, humble and achievable vocabulary became recurring themes, and it was decided that if the cafe were alone, it might be like Kate Middleton. Middleton found its story.
“We did our best to ensure that every element of Middletown was based on the same story,” said Pop & Pac’s David & Morris. “This full cooperation between internal structure and graphics has brought about the brand effect that we believe is the originality of the hotel.” .
The interior decorates the pale plywood surface and white washed walls of the classic Melbourne Cafe to maintain a modern but refined look.
When you first enter the light filled cafe, you will embark on a walk and meet the crown jewels. This is a custom terrazzo table top with subtle brass details. It features a pendant from Spain, some of Australia's first.
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