COVER STORY: CHAPTER PLACE

It’s Melbourne, but not as you know it. Victoria’s newest one-of-a-kind MICE destination, Chapter Place – set in the billion-dollar Pentridge lifestyle precinct within 20 minutes of Melbourne’s CBD – has been born from the belief that moments in time should be elevated to be as impactful as possible.

This bespoke MICE destination is unlike anything else in Australia right now and, according to venue general manager, Jesse Kornoff, will appeal to people who appreciate that experience is everything.

-Jesse Kornoff

“The wider Pentridge precinct is undergoing a revival as a destination and meeting place,” says Kornoff. “Within its bluestone walls, B Division has literally metamorphosed from a collection of neglected buildings into Chapter Place - an urban sanctuary featuring decadent modern finishings, uniquely Melbourne MICE experiences and a thoroughly modern FirstRate energy rating of 6.5 stars.”

“By its very nature, this is a destination for unconventional conventions and extraordinary events,” says Kornoff of the transformation which has seen the historic Pentridge site reinvent itself as a place where people want to gather as opposed to not being able to leave (in reference to the precinct’s former life as a gaol).

Officially opening in autumn this year, Chapter Place – which comprises nine indoor and alfresco event spaces, intimate nooks, high-end conference facilities and landscaped gardens – sits alongside the brand-new 106-room Adina Apartment Hotel Pentridge Melbourne and other anchor tenants including Olivine wine bar and North & Common bistro in B Division, the freshly imagined former isolation wing of the former prison.

There is no doubt the transformation respects the 170-year-old history of the site – it’s evident in the adaptive reuse of buildings, but it’s also noticeably clear that the design, form and function of the buildings are hellbent on giving Pentridge and Chapter Place a new lease of life over the next 100 or so years.

“On arrival there’s a real sense that you’ve left the ordinary and the everyday behind when you come to Chapter Place,” says Kornoff. “I’d say the feeling strikes the moment our bluestone walls unexpectedly give way to light-filled spaces, intimate gardens and courtyards that are custom built for the MICE Industry.”

“Some days it really is hard to believe we’re on the fringes of Melbourne CBD and not out in the regions,” he says. “But, in reality, we’re just 20 minutes from both the centre and Melbourne International Airport, and well serviced by public transport.”

Coburg sits in many Australians’ memories as the site of Pentridge Prison and the first landmark on the traditional road trip up the Hume Highway. Fast forward to today and Coburg sits at the centre of the city’s arts community, a melting pot of passionate creatives in Melbourne’s north.

Step outside the walls and you’ll find yourself in an entirely unique and eclectic area full of artists, artisans, bars, restaurants, galleries, studios, breweries, distilleries, and wineries – which Chapter Place has embraced and offers as part of their signature event experiences.

Clients can get their hands dirty learning how to roll truffles from Coburg’s own Koko Black, with the head chocolatier during a 1.5-hour Masterclass, or attend a soiree, hosted by Impala & Peacock tea sommelier, Sarah de Witt, showcasing local produce that’s perfectly paired with rare and exclusive teas.

If you’re expecting expressionless, austere spaces, think again. Architects and designers have added contrast and contradiction to the bones of B Division to create a series of inviting spaces. From the intimacy of the tranquil Reflection Garden, walled with bluestone for pre-dinner drinks, team building, incentive events or morning meditation to the visual beauty of The Long Hall – a 40-metre former cell block framed beautifully by ten-metre-high arched ceilings and central glass window feature – a showstopping location for cocktail functions, fashion shows or an unforgettable long table event, there are surprises at every turn.

For TFE Hotels senior director of sales, Shahnaz Bahkshay, it’s the versatility of the venue that’s a standout.

“Part of our adaptive reuse plan was to retain and bring to life part of the original prison wing. Accordingly, Chapter Place features a series of beautifully designed venues within a venue that will work for conferences, incentive groups, exhibitions, smaller meetings, catwalk events and even pop-up comedy if the mood takes you,” Bahkshay says. “Quite simply, we have a collection of beautiful spaces that pay homage to a chapter in Australian history and promise to create meaningful memories our clients will love.”

According to Bahkshay, one-of-a-kind experiences like Chapter Place’s The Real Underbelly event, uncover stories of the darker times with one of Pentridge’s original prison guards who shares unpublished stories from its early Ned Kelly days to personal experiences with some of Melbourne’s most notorious characters.

“The feedback to date from our clients who have had a preview has been outstanding.”

The traditional meetings industry is also well served by the Merri Creek conference rooms, complete with floor-to-ceiling windows, high-tech AV, and hybrid conferencing capability. Whilst Pentridge’s former chapel – with its beautifully arched leadlight windows and 10-metre-high ceilings – adds a touch of drama to any event.

Nearby bistro, North & Common, with Melbourne chef Thomas Woods at the helm, offers the best of Victoria on the plate and in the glass. This is a place where the simplicity of presentation is underpinned by rigorous technique. North & Common can accommodate groups of up to 80 guests inside and 120 in the alfresco dining area complete with open fires and operable ceilings which is perfect for year-round events. B Division’s standalone Olivine wine bar, with its world-class wine list, walk-in wine rooms, booth seating and in-house sommelier team, caters for more intimate affairs.

Inside Pentridge’s massive bluestone walls, the newly built Adina Apartment Hotel Pentridge Melbourne has been completely reimagined from its Victorian origins and, according to the delivery architects, Konzepte, stands in deliberate contrast. Here, there’s no blurring of the boundaries on what is old and what is new, so the heritage aspects stand out.

Featuring 106 spacious apartments, the Adina is the tallest tower in the north. It boasts hightech technology where the hotel windows clean themselves, solar energy and a unique vista back across to the north side of Melbourne CBD and panoramic views over Pentridge.

The hotel offers onsite parking and is perfectly positioned for MICE and leisure guests but also ideally situated to soak up the local culture, eateries, parks, and modern art galleries including The Heide and Division Gallery.