Service
Sector
“Home of Bespoke Experiences"
Working again with the dedicated team at Inovi Projects, TOAST was challenged to create a luxe and alluring brand suite for a bespoke accommodation offering in a respectfully converted mining precinct, The Colliery.
Situated in the midst of Australia’s coveted Hunter Region, The Colliery stands as a testament to the seamless integration of history, luxury and natural beauty. Formerly known as the 'Paxton Colliery', this remarkable location is more than just a place to stay—it's an immersive experience that pays homage to the site's rich legacy while offering unparalleled hospitality in a setting of unparalleled natural splendour.
The transformation of the Paxton Colliery into ‘The Colliery’ presented a unique set of challenges. Firstly, there was a need to preserve the historical significance of the site, which bore the marks of its past as a thriving coal mine. Secondly, the project had to respect the traditional custodians of the land, while also creating a luxury destination that would attract and delight modern travellers. Balancing these elements while maintaining the integrity of the site's heritage required a delicate and strategic branding approach.
To address these challenges, The Colliery project embraced a holistic approach that celebrated the site's heritage, honoured its traditional owners, and elevated the guest experience to new heights. This was translated by our team into the manifesto of ‘The Home of Bespoke Experiences’, capturing the stateliness of the site and echoing the myriad opportunities the destination beckons.
The Colliery's architectural team approached the restoration of the site with meticulous care, ensuring that every aspect of the original buildings is to be respectfully preserved and elevated in a way that maintains the beautiful legacy of the structure. From the brickwork produced onsite to the timber milled in the sawmill, every element is to be retained to showcase the site's industrial heritage. Our team thus approached the branding in a similar vein; the colour palette, reminiscent of the surrounding natural landscape, was incorporated into the design to create a cohesive and immersive experience for guests that blends effortlessly into the time period of the site whilst introducing the desired level of absolute luxury to the converted space.
Each building within The Colliery was reimagined to offer a unique and tailored experience for guests. From the Bath House to the Power House, Engine House, Fan House, Shed, and Dwelling, each venue was designed to showcase its individual character while maintaining a cohesive aesthetic that echoed the site's industrial past. TOAST’s branding thus took on a ‘brand architecture’ approach, adapting the core brand to mould to each of the site’s offerings. The result is a collection of branded spaces that seamlessly blend luxury with history, offering guests an unforgettable journey through time.
The Colliery stands as a shining example of adaptive reuse done right—a luxury hotel that not only respects the site's legacy but also celebrates it at every turn. Our branding suite, incorporating the iconic chimney and the metalworks inherent to the site, and colouring that heroes the natural beauty of the surrounding landscape, perfectly complements the subtle reinterpretation of the site, integrating design aspects that are innate to the region whilst bringing an uplifted appeal of pure luxury and unforgettable experiences.
