The Hoxton, Melbourne

The Hoxton will make its Australian debut in Melbourne's Cremorne, anchoring Alfasi Group's roughly $600 million redevelopment of the former Bryant & May matchstick factory into the Matchworks Precinct. The 198-room hotel, targeted for 2027, will occupy adapted industrial buildings at 560 Church Street, pairing Ennismore's signature room categories and event-space format with a design language drawn from the site's manufacturing history.

The place

The hotel will sit at 560 Church Street in Cremorne, an inner-southeast suburb across the Yarra from the CBD that has shifted in recent years from light industry to a hub for creative agencies, tech offices and independent hospitality, with Church Street itself now a recognized dining strip. The address gives the brand's Australian debut a genuinely local, non-CBD identity rather than a conventional city-centre hotel site.

The concept

The Hoxton, Melbourne will be Ennismore's first Australian property under the brand, taking anchor position within the Matchworks Precinct — a roughly 9,700-square-metre former Bryant & May matchstick factory that developer Alfasi Group is converting into a mixed-use business and hospitality village as part of a reported $600 million redevelopment. Rather than building new, the project adapts the factory's historically significant structures, with Alfasi describing a commitment to preserving the site's industrial character while repurposing it for retail and hospitality use — consistent with The Hoxton's established pattern of opening in converted, characterful buildings rather than purpose-built towers. The hotel will offer 198 rooms across the brand's familiar Cosy, Roomy and Biggy size categories, alongside The Apartment — Ennismore's hybrid event-space format built around a communal pantry — and a gym. Design and programming are planned to draw on the building's matchstick-factory history and Cremorne's creative community, continuing the brand's pattern of leaning on local art, retail and cultural programming rather than a standardized global interior. As a signed but not-yet-under-visible-construction project, it remains firmly in the announced category — a credible, well-financed precinct deal rather than a hotel guests can plan around yet.

Dining & wellness

Plans call for three food and beverage outlets — an all-day dining destination, a café, and a bar and signature restaurant — consistent with The Hoxton's format elsewhere, though no chef, operator partner or outlet names have been announced. Details to be confirmed closer to opening.