Challenge

W Hotel Brisbane presented an exciting opportunity to reimagine the all-day-dining offering with the aim to attract a new wave of visitors to the hotel. SQUAD in collaboration with partners Fellow Hospitality & Mint Partners, were engaged to bring the hospitality concept and brand to life. Our challenge was to conceptualise a venue that creatively brings together the W Hotel brand vision with the flavour and flair of an emerging Brisbane culture.

An Origin Story

The LEX name is inspired by the original W Hotel on Lexington Ave, Manhattan. It honours the origin story of the W while delivering a future-focussed sounding name that aligns with their global brand ambitions.

Hometown pride ignites a spark of creativity

The venue concept is a celebration of Queensland tropical produce with the energy and flair of the W. Think customisable epic table-side caesars, perfectly prepared steaks and a classic cocktail list with a fresh local twist.

Embracing the post-plastic era 

Hotels are often demonised as unsustainable and wasteful. We challenged these perceptions by taking the local and sustainable story beyond food and beverage and into menus, coasters and signage that creatively use post-consumer plastics. SQUAD collaborated with waste warriors Defy Design—a local innovator turning post consumer plastics into playful tableware.