Introducing the Rebirth of Sydney’s Icon: Sofitel Sydney Wentworth. Brand & Co. were tasked with capturing its spirit and revival, aiming to inspire and elevate Sofitel to a French luxury lifestyle ambassador. Nestled in the heart of Sydney CBD, Sofitel Sydney Wentworth, originally built by Qantas in the 1960s, epitomises luxury and sophistication. Now poised for a new era, it promises an unparalleled experience merging entertainment, leisure, conferencing, and hospitality.

A thorough brand strategy lead to the establishment of key brand pillars, legacy, location, and vision. The redesigned Sofitel Sydney Wentworth embodies Sydney’s urban glamour and natural charm, celebrating its modernist heritage through contemporary design. Stay tuned for the unveiling in 2024, where luxury meets legacy, and a new chapter begins.