The Prince of Wales Hotel in St Kilda Melbourne has been an institution within the local community since 1936. From the beginning the venue has attracted a young, stylish clientele, the smart set. Over the past 70 + years it became known for its culture of bohemianism, as home to many prominent artists, musicians and subcultures. It is a place that is valued by its local community, one that has changed and adapted as trends within the local and global culture have shifted.

More recently it has received countless awards for its architectural design, food and hotel service.

Meme was approached by new owner Julian Gerner (2011) to carefully re -think, a creative upgrade for a new more laid back, attainable “Circa” bar and dining room. Mindful of the buildings history and predecessors, the challenge was once again to re-invent and re-configure, by complimenting the existing bones through traces of change. To go back in time to the days when Circa is more accessible and less exclusive. Spaces are re-programmed and activated, to engage and also to reflect the Melbourne Pub Group ‘s own “savvy” brand, (owners of The Middle Park Hotel, Albert Park Hotel, Royal Saxon and Newmarket Hotel). The new look Circa, amongst its brothers and sisters offers a crowd attracting destination bar.

The brief was to work closely with the client to survey and overview the viability of the existing interior / hospitality offer and design. Evaluate and propose a new destination bar and restaurant to once again re-invent “Circa”. Under the care of creative partnership of Meme, Circa’s layout has been reconfigured. The dining room has returned to it’s original location overlooking Catani Gardens and Port Philip Bay, allowing the balcony to be reopened for dining and reconnecting the space with it’s immediate street context. The client stamps the space with his effortless style, with his own collection of Eames fiberglass chairs. Removing drapes the room, become relaxed and more honest and the brasserie’s traditional elegance lives with the etched window, clean white walls, solid oak tables. Artworks curated by Utopian Slumps director Melissa Laughan punctuate the surfaces, to suit the season and mood of the moment

Innovation is achieved through careful curation; what is new has been informed and is in dialogue with the old. New functional arrangement of existing furniture and materials allows the character of original spaces to be clearly read while setting new relationships in place; innovation as an adaptive continuum rather than complete redefinition was the design approach.

As an example the courtyard space has been reworked through careful editing of recent additions. A new narrative is explored with the inversion of a internal courtyard garden. This new treatment to the existing ceiling has blurred the threshold between the interior and exterior space. Connecting the two in a relaxed union. The verdant installation hangs above the diners heads as a canopy of whimsical charm, while lighting clusters are threaded through the foliage and nestled in the hidden recesses of the installation. This new innovation has imbedded a playful quality in the space.

In the same spirit of the original boutique hotel, the hotels Fritz Hanson classics are now re-purposed and positioned with both european and customised furniture along-side local emerging artwork. Inspired by the buildings Art Deco Architecture the bar is clad in brass, mirror and black glass reflecting glamour and frivolity of the time and a glittering green ceiling installation.

The selection of a hand craftes “Pom-Pom” rug was a worthwhile investment to give heart and warmth to the Circa Cocktail Lounge. This highly individual piece made from re-cycled yarns and unraveled kilims is set against design classics to make the room approachable and human.

Meme extensively reused and repurposed spaces, elements and materials. The bar equipment was shifted and re appropriate The Fritz Hanson Egg and Swan chairs were re located from private to public spaces. The clients own pre-loved eames chairs were re-positioned into the new dining room. Furniture generally was re-replenished and offered up for fresh consumption. The practice of reusing builds on the history of a project to create eclectic, authentic, familiar and usable spaces which speak to the past, present and future.

Naturally following on from this approach is the responsible and responsive selection of materials, fixtures and finishes to enhance the experience of a space. This process takes into consideration not only the immediate spatial impact, but also the wider implications of the use of each element.

Overall the design is resourceful and responsive using existing and introducing relevant insertions/programs. Creating discerning and enterprising new insertions still blend to the character and spirit of the original building.