A gold staircase is a central feature at A by Adina Sydney.

Established hotel apartment brand, Adina Hotels, has celebrated its 40th birthday with TFE Hotels launching a new premium offshoot label known as ‘A by Adina’.

The new side-step to the familiar Adina narrative launches with two new properties, with A by Adina Canberra now open and A by Adina Sydney set to open doors in a newly crafted location within the Australia Square complex before the midway point of 2021.

The elevated brand aims to install a premium full-service hotel experience within an upscale apartment stay, coupled with premium design and a new ‘hotel living’ operating ethos. Both A by Adina locations feature a mix of studio, one and two-bedroom apartments, with guests also able to elevate the experience further by opting to upgrade their stay to ‘Destination A’, which open access to a variety of surprise perks including access to ‘The Daily Pause’ – a vintage drinks trolley appearing in the lobby each evening, serving a selection of classic cocktails.

A by Adina Sydney sits within a new tower at 2 Hunter Street in the CBD.

A by Adina retains a distinctive contemporary Australian charm at its core, with the brand cherishing its heritage and evolution from its first ‘Medina’ serviced apartment complex which opened in the Sydney suburb of Randwick in 1982.

TFE Hotels CEO, Antony Ritch, says traditionally, apartment hotels had been built with a residential feel designed to reflect the notion of home, but A by Adina aimed to change that.

“What was missing was the “underlying experience” for those chasing a premium stay – that feeling you get when you stay in a place where people know you and, most importantly, know how you like to stay,” Ritch said.

“And, when you step inside an A by Adina, you’ll find that perfectly suited balance between a hotel and a private apartment. We want the entire experience to be understated, but impactful.”

Fine dining sits at the heart of A by Adina, with Executive Chef, Jane Strode, leading the culinary team which includes Maurice Terzini from Bondi Icebergs and team from Sydney cocktail bar, Maybe Sammy – Vince Lombardo, Stefano Cantino and Andrea Gualdi.

TFE Hotels Chairman, Allan Vidor, said the company’s dream was for A by Adina to feel right to each guest, whether staying a short or a long time.

“If you want to grab the key and treat it like a private apartment, that’s absolutely fine, because you’ll have the space and every facility and amenity in your room. But what we’re also offering is seamless hotel living. Anytime, day or night,” he said.