Wayfinding and Branding for Hyatt Centric Hotel Melbourne

Pop & Pac developed the branding, placemaking, and wayfinding for Hyatt Centric Melbourne, a hotel designed to reflect the city’s urban culture and historic character. The project included bespoke signage and over 30 custom carpets and rugs, as well as brand identities for the café Allie Lane and the restaurant TOMA. The result connects the hotel’s modern hospitality experience with Melbourne’s distinctive local spirit.