A Venture Design Practice


CASE STUDY: St. jerome's — The hotel

Launching Australia's first rooftop hotel — an unprecedented glamping experience in Melbourne, Australia.  

We joined local entrepreneur, Jerome Borazio, best known for innovative bars, into the accommodation arena. Together we aimed to entice travelers to stay in the city and sleep with the stars.


Project Details


May 2015

Jerome Borazio — founder

Deon St. MoR — Art Direction

leisha muraki — Strategy, Design

Cat Wall — Copywriting

Redefine hotel accoMmodation for experiential traveL.


Our Response


We identified tastemakers and experience led travelers as the initial target audience and within 2 weeks envisioned and delivered a pitch document securing property with GPT Group, one of Australia's largest diversified listed property groups. The partnership with GPT led to a build on level 3 of Melbourne Central Shopping Centre, a location in the heart of the city’s shopping precinct. 

St. Jerome’s — The Hotel is decidedly less “into the woods” and uniquely more “urban jungle.” From original pitch to the final pillow fluff, we created an experience at the intersection of the great outdoors and the glamorous nightlife. 

Melbourne’s obsession with rooftops – rooftop bars, rooftop dining, rooftop cinema – is pushed to an unconventional new level at this out-of-the-box glamping hotel, located atop a CBD mega-mall. Forget the bush - here you’ll be snoozing in a jungle of LCD lights and dizzying towers.

A growing partnership 

Originally planned as a pop-up, St. Jerome's — The Hotel surpassed it's initial three-month run and is currently ranked #2 for hotel stays in Melbourne by Tripadvisor. The immersive experience has expanded to other temporary sites, inviting travelers to glamp in an entirely new way. Features in TimeOut Magazine, Qantas Inflight Magazine, Australian Financial Review, The Guardian and in 2017's Australian Open Tennis TVC campaign added to the hype. Partnerships with GPT group and key brands with Qantas, Linen House and T2, were made possible by our brand strategy and design deliverables, including pitch document, brand identity assets, property planning & layout, and final brand guidelines.


2017 June


Selected Content

2017 Australian Open TVC
Featuring Henri Leconte
(French Open Men's Doubles Champion)

2015 Promotional video
Videography: Raphael Recht
Music: Vallis Alps – Young

2015 Time-lapse
Videography: Melbourne Central
Music: Masonair – Hold Me