The iconic prince Alfred has lived a life throughout its years, renowned as one of Carltons most famous watering holes to many.
Located opposite Melbourne University, the classic pub had been untouched and was set to for a strategic repositioning to accommodate the locals along with the large student demographic.
The design concept was to bring a whole new life to this ‘watering hole’ and transform it into a destination reflecting the medical, student and local demographic population. With a heritage overlay, the concept was developed to reflect a 2-level pub and dining experience with an urban medical twist.
Prince Alfred references the old, whilst celebrating the new. The quirky take on British Royalty results in a modern interpretation of the classic monarchy. An urban intervention expanded into the neighbouring laneways, where depleted storage containers activate the two prominent street faces to ensure the offer went from being a typical ‘step inside’ experience, to offer a ‘grab and go’ offer.
With a long-standing history, the offer now caters for a wider range of a food and beverage experience, inclusive of a structural expansion to activate the rooftop and not only cater for the student user profile, though be a destination for the wider Carlton community who reside and work in the leafy Italian known suburb.
Prince Alfred references the old, whilst celebrating the new. The quirky take on British Royalty results in a modern interpretation of the classic monarchy, with a deep blue palate, copper detailing and flamboyant design.