The Alva Hotel

Front Row to Fortitude

Global asset manager Brookfield acquired Hotel X Brisbane Fortitude Valley in late 2024, positioning it for growth ahead of Brisbane’s 2032 Olympic boom.

IHG is multinational hospitality company operating more than 7,000 hotels across over 100 countries. Appointed as the operator of the hotel, the asset was to sit within IHG’s entry-luxury Vignette Collection.

As part of lobby and amenity refurbishments the 146-key hotel required a completely new brand from the ground up. The challenge was to create a unique positioning strategy, new name and more elevated visual identity to better align with a more sophisticated, design-led guest experience – helping it move beyond its nightlife-driven roots to attract a more discerning leisure and business traveller.

With an audience spanning Urban Explorers, Corporate Crusaders, Weekend Warriors and Staycationers, THERE positioned the hotel as a launchpad for discovery, built around the brand idea Front Row to Fortitude – giving guests front-row access to the best of Fortitude Valley’s culture, cuisine and music.

The name The Alva Hotel draws on the language of light, glow and daybreak radiance, echoing the building’s faceted, light-catching facade. Both refined and luminous, it captures an elegant urban beacon where sharp design meets the buzzing, after-dark vibrancy of the Valley.

The refreshed visual identity takes its cue from the idea of stepping out into the best of metropolitan Brisbane, with a suite of elegant monograms and motifs adding richness to the brand. THERE also designed a signage suite to make arrivals more seamless, guiding drop-off and taxis and greeting arriving guests with illuminated, on-brand signage from the moment they step out of the car.

The result is a confident, culturally connected hotel championing Brisbane’s local art, music and dining scene, launching to strong industry attention.

Client

IHG Hotels & Resorts

Completed

2026

Tags

Brand Identity / Property Branding / Tone of Voice

AVARA

A sanctuary-led luxury
resort collection in China

Chia Laguna

The Rhythm of South Sardinia

Sun Siyam

The Spirit of the Maldives

Mirvac – The Frederick

BEYOND COMPARE

W Sydney – 29/30

Revel at a Higher Level

MANHATTAN – FOUR SEASONS HOTELS

HOTEL DRINKING AT ITS FINEST