Set to transform the inside and outside of the city’s iconic Hanover House, bringing it to life over a six month period, Beulah has announced BETA By STH BNK, an immersive and experiential event programme, bringing together international brands, revered artists and makers, experiential events, immersive dining experiences and much more.
Celebrating the conscious consumer, with sustainability, wellbeing, art and culture at its core, BETA will span three distinct, yet complementary levels of Hanover House, that provide diversity in the types of experiences and events guests can expect.
Merging physical and digital, art and technology, design and data, BETA will explore and experiment with the future of living, food, fashion and wellness while celebrating individuality, diversity and creative expression.
Highly-awarded and boundary-pushing architecture collective, SIBLING Architecture, has been appointed to create the ingenious fit-out and spatial design. With an emphasis on sustainability and circularity, SIBLING Architecture has repurposed and reused existing material and objects within the building wherever possible. Combined with the use of environmentally-friendly bioplastics, soft furnishings and movable partitions, the result is a groundbreaking take on conscious design with a chameleon quality allowing for limitless layouts.
Setting the stage for the experiences to come, The Lobby will give way to experimental retail stores, offering ‘a radical new way to save the world’. This disruptive retail space will provide guests an opportunity to witness how some of Australia’s leading sustainable fashion brands are participating in the circular fashion economy; turning waste into want.
Alongside Atelier on Level 4, the Makers House will welcome guests to an innovative atelier studio, connecting retail brands with leading artisans and mentors, resulting in repurposed and reimagined retail products. The neighbouring gallery will showcase creative outcomes from the Atelier, while The Workshop Series will offer a curated program of tentpole events designed to feed guests’ appetite for knowledge, inspiration and upskilling.
A transformative and usable space on Level 5, The Attic will provide a platform for deeply experiential events blending technology, art, food, music and lifestyle.
Enrapturing the senses, guests can immerse themselves in a seven-room dining experience which sees an acclaimed chef collaborating with artists, performers and designers to re-think the intersection between dining and art.
Beulah Executive Director Adelene Teh said BETA is an incredible opportunity to celebrate the wealth of talent, creativity and culture that is synonymous with Melbourne, while pushing the boundaries of innovation, future-thinking and complete industry transformation, through strategic international partnerships.
“We are thrilled to be partnering with cultural changemakers and world-class collaborators in creating new spaces and experiences, never before seen in Australia.
“BETA, and eventually, STH BNK, will truly revolutionise the retail model and we look forward to inviting Melbourne’s residents and visitors alike to experience this dynamic hub of boundary pushing, exploratory social and creative activity.”
BETA is designed to give Melburnians a feel for what can be expected as part of Beulah’s $2 billion plus project, STH BNK By Beulah. A project of unprecedented scale, STH BNK By Beulah is set to become Australia’s tallest building, boasting fully integrated vertical villages, drawing together leading figures in design and placemaking with pioneering creative collaborators.
Designed to positively impact the community, STH BNK will also support the transformation of the Arts & Culture Precinct and will become a quintessential destination for the city’s 2.2 million international tourists and visitors.
Beulah and SIBLING Architecture look forward to working closely with District Agency, Loose Collective, Future City, and Future Laboratory to bring the event series to life.
The BETA programme is due to launch in July. For more information, please visit BETA.STHBNK.COM.
