22 February, 2021

New five-star Brisbane hotel makes last-minute name change

Brisbane has a new five-star hotel, dining and lifestyle destination in the centre of Fortitude Valley that has evolved to take on a more luxurious feel than initially anticipated.

Originally set to launch as Hotel Indigo Brisbane, the Brunswick Street development has instead been named Hotel X, after IHG Hotels & Resorts and Queensland-based developer Pointcorp revisited the hotel’s positioning.

The new name is outside of the IHG Hotels & Resorts brand family, but the property will still be connected to the hospitality giant’s system, reservations, marketing and loyalty program.

Image source: Justin Nicholas

Image source: Justin Nicholas

Image source: Justin Nicholas

Hotel X features a ground floor restaurant and bar, an expansive gymnasium, a rooftop poolside restaurant and bar with panoramic city views, room service, concierge valet, and an event function space.

Furthermore, two new dining destinations will be housed in the hotel from the award-winning Ghanem Group, with more to be revealed soon.

Towering above the city’s bustling streets, Hotel X features a “first-of-its-kind” custom facade lighting system.

The 146-room hotel is designed with a contemporary palette and custom furnishings exhibiting artwork by Justin Nicholas.

Image source: Justin Nicholas

Image source: Justin Nicholas

These are complemented by Dyson and GHD hair appliances in the top-tier rooms, and amenities designed by Karl Lagerfeld, marking the fashion brand’s first international hotel collaboration to date.

Image source: Justin Nicholas

Image source: Justin Nicholas

Pointcorp director Chris Vitale says the hotel’s unique 24/7, five-star positioning will complement Brisbane’s thriving nightlife scene in Fortitude Valley.

“Launching as Hotel X is a transition that extends beyond a physical space as a hotel to a superior experience for a like-minded community,” he said.

“The space celebrates the liveliest aspects of Brisbane – the nightlife, music, art, fabulous food and long, balmy evenings.

“Our proximity to the bustling streets and alleyways of Brisbane’s centre encourages whimsy adventure and nights you won’t forget.”

Image source: Justin Nicholas

Leanne Harwood, managing director for Australasia and Japan at IHG, said the company was excited by the direction that Pointcorp had taken the property, “with a luxury offering that takes it beyond what we had envisaged when we signed it as a Hotel Indigo four years ago”.

“With that in mind, we knew we had to remain true to Hotel Indigo’s values and personality, and give this great hotel a different identity that perfectly fits its unique, luxury personality,” she said.

Featured image source: Justin Nicholas

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Brisbane Chris Vitale Fortitude Valley hospitality Hotel Hotel Indigo Brisbane Hotel X Hotels IHG IHG Hotels & Resorts Leanne Harwood Pointcorp