New boutique presence in Perth

The Alex Hotel in Perth’s Northridge opened for business this week [May 19].

Its owners (Nic Trimboli, Howard Cearns, David Martin, Adrian Fini and Miles Hull – who created the Little Creatures beer business) say the Alex usher in a new era for hospitality in WA, based on the townhouse hotels of Europe.

“We were inspired by the smaller, owner-operator hotels one finds in the ‘old town’ sections of many European cities,” co-owner and general manager Miles Hull said. “It’s a very different concept to the large international chain hotels. They tend to look inwards, our hotel will look outwards to the city and the attractions which surround it.

The 74-room hotel is stylish and modernist, has a rooftop deck, a guest-only “pantry” for drinks and snacks and a lofty restaurant called Shadow Wine Bar & Dining.

“We love the idea of the hotel having a distinct personality and Alex is a very universal name around the world, common to many cultures. Not only but the name Alex is also a name that is dear to each of the partners involved, each having a close family member called Alex,” Mr Hull said.

“Alex is an individual hotel with an independent spirit. Alex will appeal to thoughtful and engaged travellers, be they corporate or leisure – travellers that take care in selecting a hotel and are looking for somewhere to stay that shares their independent spirit and provides a connection to the neighbourhood surrounding the hotel.”

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