BWH Hotels is capturing the attention of hotel owners and developers with the rollout of its boutique brand Aiden in Australia.

Since making its brand debut Down Under in 2022 with the launch of Aiden Darling Harbour – a stylish 88-key hotel in the heart of the city – the brand is gaining momentum with the recent signings of new-build hotels Aiden SCQ in West Perth and Aiden Woolloongabba.

“It’s a stylish lifestyle brand that fits into the contemporary way of trendy destinations. Aiden acts as a chameleon taking on the colour of the local community making capital cities, leisure destinations and coastal getaways an ideal canvas,” said Danilo Curcuruto, Director of Development at BWH Hotels Australasia.

Aiden SCQ

“With Aiden Darling Harbour firmly established in Sydney we’re excited to bring Aiden to Brisbane and Perth in the coming years to showcase the destination and highlight the surrounds.”

Aiden’s remarkable global success story unfolds further with impressive growth and strong demand in our region. And now, BWH has set its sight on growing the brand in the New Zealand market.

In New Zealand, lifestyle hotels are redefining hospitality, blending contemporary design, local authenticity, and immersive experiences. They’re not just places to stay; they’re gateways to the soul of Aotearoa. The Aiden brand perfectly complements this trend, helping create the destination itself.

Aiden Woolloongabba

“As a destination that exudes Māori culture and tradition, the Aiden brand embraces the local essence of its destination and serves as a passionate advocate for the region’s charisma,” said Curcuruto.

“Our guests are transported into the heart of the destination when they stay with us, as we strive to offer exceptional accommodations that harmoniously blend with the unique character of the locale.

“We eagerly look forward to the expansion of this groundbreaking lifestyle brand, with confidence that it will thrive and elevate its exceptional journey.”

Eye for design

One of the most striking features that sets the Aiden brand apart is its commitment to distinctive design, making it particularly appealing to those investors and developers with an eye for creativity.

Known for respecting its roots and reflecting its heritage, Aiden blends contemporary style with local touches, whether it’s the incorporation of local art, materials, or architectural influences.

Aiden Darling Harbour is heavily influenced by its harbourside setting with its plush blue velvet bedheads reflecting the colours of the surrounding waters, hand-painted murals of native flora, fluted glass is inspired by the shapes of the Pyrmont Bridge opposite, and a 200-piece sculptural light in the lobby reminiscent of the dappled sunlight through the leaves of local Eucalyptus trees.

Aiden Darling Harbour

Dating back to around 1938, the property was originally built as a cereal and grain store, and later, during the 60s and 70s, the building served as the headquarters of appliances company Breville. Today, original art deco elements are still clearly visible in the red brick exterior and curved corner facade, complemented by the addition of many brass elements, studded barstools, rich red marble and bronze-coloured taps.

Aiden SCQ – which will form part of Perth’s new mixed-use precinct, Sydney Charles Quarter – will feature a combination of 80 hotel rooms and 40 apartments. The hotel will pay homage to the site’s rich automotive and cultural history with the inclusion of artwork and recycled building components throughout the development.

Aiden SCQ

Meanwhile, as one of the inaugural lifestyle properties in Woolloongabba, Aiden will set the stage for destination transformation, elevating the area with its unique blend of culture and comfort. Embracing local culture and heritage in hotels is the key to creating authentic and memorable experiences that resonate with guests, connecting them to the destination.

“Home to the Gabba, Aiden Woolloongabba plans to be a hub for sports fans travelling from near and far to attend the stadium. The property will be a trendy centre connecting the suburb bustling with bistros, shopping, fine dining and art which is a stone’s throw from the Brisbane CBD,” said Curcuruto.

As travellers increasingly seek unique and authentic experiences, Aiden’s boutique approach and distinctive design offer a winning formula.

For owners and developers seeking to create profitable and memorable hotels, find out more about the Aiden brand here