Adina Celebrates 20-year Milestone and Marks This Confident New Chapter with an Open House
SYDNEY: Born in Australia and now thriving across Europe, New Zealand and Asia, Adina Hotels has always been about creating spaces where guests can live with ease. In 2025, the Australian hotel brand is marking two decades of homegrown hospitality with a rolling refurbishment plan for its first generation Adinas and a new global brand identity. Today, TFE Hotels invited industry insiders to experience the brand firsthand at the flagship Adina Sydney Town Hall Open House.
As hoteliers, we aim to create relaxed, yet stylish spaces where our guests feel right at home,” said CEO of TFE Hotels, Antony Ritch. “We’re evolving the brand to reflect how people live today—connected, conscious and design-focused.”
In addition to its thoughtful design, the Town Hall Open House will showcase the evolution of Adina’s signature “casual living” philosophy and Adina’s new brand look and feel. The brand’s transformation and global expansion has seen the emergence of a new generation of design-led Adina properties in recent years, including Melbourne Pentridge, Munich, Dusseldorf, and Geneva.
Adina's Open House Showcases Curated Casual Living Experiences
In a first for the Adina brand, TFE has curated an immersive, sensory Open House experience - where key industry stakeholders will explore the newly refurbished Adina Town Hall through a series of activations that bring the brand’s three new content pillars to life:
• Kitchens to Revolve Around: Live cooking demonstrations and wine tastings in the apartment kitchens.
• Sanctuary of Space: A design-led walk-through hosted by Bates Smart’s Director of Interior Design, Brenton Smith.
• Australian Lifestyle: Australian playlists, native-inspired scents and amenities, a relaxed new tone of voice and rebranded collateral, and a welcome to country are just some of the touches that celebrate Adina’s Australian roots.
Guests will be invited to rediscover the newly refurbished Adina Town Hall, imagining a night in with friends, a quiet afternoon by the pool, or a productive day in bright, open meeting spaces with views over Sydney’s skyline. TFE senior leaders and the hotel’s interior designer, Brenton Smith from Bates Smart, will act as hosts, guiding guests through the transformation and highlighting the homely touches that define Adina’s new era.
Adina Sydney Town Hall: A Flagship for the Future
Designed by Bates Smart, the 144-room reimagined Adina Town Hall blends timeless elegance with contemporary comfort. “We wanted the rooms to feel like a home away from home,” said Interior Design Director, Brenton Smith. “The result is a space that exudes understated elegance and makes guests feel instantly at ease.”
The understated hotel lobby mirrors this approach, with curved furniture, bespoke joinery, and a lounge-style setting that softens geometry and creates a welcoming arrival experience—just like stepping into a mate’s well-styled living room.
has moved into the ground floor, completing the hotel’s transformation. More than just a name, San Marzano pays homage to the famed Italian tomato and the family rituals it inspired.
As part of this ambitious repositioning work, other first generation Adinas in Darling Harbour, Darwin, Adelaide, Melbourne and Frankfurt will undergo similar top to tail transformations in the coming months.
Adina's Global Expansion
With a strong pipeline of openings - including two hotels the UK - and refurbishments in 2025 and beyond, TFE Hotels is doubling down on its commitment to flexible, design-led stays that cater to modern travellers - whether they’re exploring a new city or settling in for a longer visit.
“Adina’s versatility is one of its greatest strengths,” said Chris Sedgwick, Group Chief Operating Officer. “It adapts well to different markets and appeals to developers and guests alike. Whether in urban centres or lifestyle destinations, Adina delivers a consistent, high-quality experience.”
Complementing this growth in the master Adina brand is the expansion of the elevated A by Adina brand, which made its European debut with A by Adina Vienna Danube in April 2025. Located in the striking Danubeflats tower, the A by Adina features herringbone timber flooring, Cipollino marble splashbacks, and high-end appliances. Australian-inspired touches - from Hunter Lab amenities to Indigenous artworks curated by Vivian Ziherl - create a unique sense of place.
Why Stay with Adina?
Whether travelling for work or leisure, guests are increasingly seeking accommodation that offers more than just a bed for the night. And, according to Chris Sedgwick, Adina Hotels deliver the perfect balance of style, space, and flexibility, making them a top choice for travellers who want to feel at home wherever in the world they are.
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FOR MORE INFORMATION CONTACT:
Jodi Clark - TFE Hotels (Director of Communications) | +61 499 900 658 | [email protected]
Jessica Wood – TFE Hotels (Public Relations Business Partner) | +61 437 242 034 | [email protected]
ABOUT ADINA APARTMENT HOTELS
The Adina brand comprises more than 40 Adina Apartment Hotels and Adina Serviced Apartments in Australia, New Zealand, Singapore, and Europe. The former offers stylish apartments in central locations with services and amenities where guests can live at ease including 24-hour reception, free Wi-Fi, room service, meeting spaces, pools and gym facilities. Adina Serviced Apartments offer fully equipped apartments with on-demand service and homely comforts.
With a 20-year history of Australian hospitality Adina operates on a global scale giving guests the freedom, comfort, and connection to stay their own way. www.adinahotels.com