Hotel Review: Alex Hotel – Just call me Alex

Get to know Perth's newest boutique hotel, the Alex Hotel in Northbridge.

Hotel Review: Alex Hotel – Just call me Alex

Get to know Perth's newest boutique hotel, the Alex Hotel in Northbridge.
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Alex. Most commonly used as an informal diminutive of Alexander or Alexandra. Not too masculine, not too feminine.

Cross-cultural. Something for everyone. Sounds like a good name for a hotel, right? Well Perth’s already onto it. In recent weeks, the city’s (admittedly rather limited) accommodation scene has welcomed a new addition in the form of the Alex Hotel, a boutique property tucked away discreetly in a somewhat unlikely location at the eastern end of James Street in Northbridge. And yet it makes perfect sense, with cafés, bars, restaurants, shops and cultural establishments literally on its doorstep. What’s more, the completion of the Perth City Link project will soon make it virtually part of the CBD.

Author's own photo: Exterior
Author’s own photo: Exterior

In keeping with its unique style, the Alex opened without any major fanfare in May, and has been steadily attracting guests (primarily through word of mouth) ever since. The monochromatic exterior is designed by multi award-winning Fremantle-based architects, spaceagency, and an understated entrance laneway, lined with bicycles available for guest use (how very European), leads you into a comparatively homely lobby with friendly reception staff. The interiors are the work of Sydney designers Arent & Pyke, who have managed to retain an industrial feel in the exposed ceilings, which gradually softens into pastel lounges, warm rugs and cosy seating nooks. A distinct sense of space and light is created by the floor-to-ceiling windows, mezzanine levels and open-plan layout. Even the reception desk looks more like a casual work station. There’s no real separation between “staff” and “guest”. It’s more just about “us”. This is no impersonal, block-style chain hotel.

Author's own photo: Exterior
Author’s own photo: Exterior
Author's own photo: Exterior
Author’s own photo: Lobby
Author's own photo: Reception
Author’s own photo: Reception

Indeed much of the Alex Hotel concept is centred around connections and interaction. The lower lobby level is open to the public, as a place to chill out, have a coffee or read the paper, while the upper level is effectively a club lounge for guests. There’s a long bench where continental breakfast is served every morning, various tables for work or conversation (wifi-enabled), comfy couches to enjoy a spot of reading from their diverse bookshelf, an outdoor deck area to soak in the sights and sounds of the street, and an honour bar – where guests can help themselves to a selection of soft drinks, beer and (predominantly Western Australian) wines.

Author's own photo: Entrance
Author’s own photo: Entrance
Author's own photo: Breakfast area
Author’s own photo: Breakfast area
Author's own photo: Guest Honour Bar
Author’s own photo: Guest Honour Bar
Author's own photo: Guest Honour Bar
Author’s own photo: Guest Honour Bar
Author's own photo: Guest lounge
Author’s own photo: Guest lounge
Author's own photo: Guest lounge
Author’s own photo: Guest lounge

But when it’s time for privacy and solace, the 74 simple but thoughtful rooms provide the perfect sanctuary. Having stayed in my fair share of hotels all over the world, I have lost count of the number of times I have questioned their practicality – do the designers even stay overnight and know what travellers want? Why put a mirror THERE? Arrghh, no bedside table! I could really do with a lamp right here.. The Alex Hotel operates on the basis of functionality. They have reduced the notion of an overnight hotel stay to the basic essentials, without compromising on quality or comfort. It’s amazing how much space you can create when you get rid of the unnecessary clutter. They work on the premise that most guests don’t unpack a lot of their stuff, especially on short stays. As such, the folks at the Alex have devised a unique “wardrobe” solution:

AlexHotel18
Author’s own photo: Guest room (Small)
Author's own photo: Guest room (Small)
Author’s own photo: Guest room (Small)
Author's own photo: Guest room (Medium)
Author’s own photo: Guest room (Medium)
Author's own photo: Corridor wall
Author’s own photo: Corridor wall

Room categories revolve around size, so you have the Small (with queen bed), the Medium, the Large, and the X Large (all with king beds), plus Bunk and Family options. And speaking of beds, did you know those at the Alex Hotel are all WA-made? The Medium and X Large also feature a private balcony, and the property’s own filtered still water is available in all rooms. Unlike many hotels, which rent their linen, the Alex’s is its own. The bathrooms, like the rooms themselves, are compact but functional, with clean lines, angular basins and a monochrome colour scheme. But they also boast the amazing rain showers and crisp white towels guests expect from a premium hotel, not to mention once again promoting Western Australian talent and businesses with local Sodashi toiletries and ceramics by Fremantle-based Mad Harriet. Some shower panes double as windows, and while their outlook means no one can actually see you, there’s always the automatic blind for the more demure among us.

Author's own photo: Bathroom
Author’s own photo: Bathroom
Author's own photo: Guest room amenities
Author’s own photo: Guest room amenities
Author's own photo: Guest room (X Large)
Author’s own photo: Guest room (X Large)
Author's own photo: Balcony (X Large room)
Author’s own photo: Balcony (X Large room)
Author's own photo: Bathroom
Author’s own photo: Bathroom
Author's own photo: Bunk room
Author’s own photo: Bunk room

Then there’s the rooftop terrace. With Perth’s fantastic climate, I often wonder why we don’t have more of them. The Alex has certainly maximised this space on the 6th floor, which provides a sweeping panorama of the ever-evolving city skyline to the south, glowing sunsets to the west, and the William St rooftops to the north. It’s a cool spot. High enough above the hustle & bustle to feel secluded and chilled, yet close enough to still maintain a connection with urban life. Plans for partial shade covers are in the pipeline.

Author's own photo: Rooftop terrace
Author’s own photo: Rooftop terrace
Author's own photo: Rooftop terrace
Author’s own photo: Rooftop terrace

That’s all well and good, but what about food, you say? Fear not; back on ground level, just around the corner, down one of Perth’s now oft cited “laneways” (next to the Mechanics Institute) is the Shadow Wine Bar. Run by the Alex Hotel, guests can conveniently charge to their room account. While the hotel itself makes active use of colour (the corridors on each level have different colour schemes), Shadow, as the name would suggest, is all about the black and white. Sexy and sleek. But with the ubiquitous friendly Alex vibe, reflected by the open kitchen. It also shares the hotel’s fusion of interior decor – high, “industrial” ceilings with exposed beams and concrete pillars, which melt into stylish white table cloths and classic black furnishings. The bar section at the back is a great place for a casual aperitif, while the main dining room serves a variety of tapas-style small plates, treats from the charcuterie (hello jamon ibérico!), cheeses, and larger main courses (the spiced pumpkin with black lentils, coriander and coconut yoghurt deserves a special mention). The main entrance is actually on William Street, retaining elements of the former National Australia Bank façade and original doors.

Author's own photo: Shadow Wine Bar interior
Author’s own photo: Shadow Wine Bar interior
Author's own photo: Shadow Wine Bar exterior
Author’s own photo: Shadow Wine Bar exterior
Author's own photo: Shadow Wine Bar exterior
Author’s own photo: Shadow Wine Bar exterior

The Alex Hotel prides itself on its embodiment of “Hotel as Home”. A place to find freedom, solace, respite and comfort tailored to the individual. It strives to strike a high-quality balance between cosy, private sanctuaries and communal living spaces conducive to interaction. Its staff are welcoming and extremely helpful, and its location connects guests to culture, dining and nightlife all at once. It’s what a growing city like Perth needs. It’s a boutique blend of design, intimacy and community. Like its name, it’s something for everyone.

Alex Hotel

Address: 50 James Street, Northbridge, WA 6102
Phone: 6430 4000

Website: https://alexhotel.com.au/
Facebook: https://www.facebook.com/AlexHotelPerth
Instagram: https://instagram.com/AlexHotelPerth

Author's own photo: Interior
Author’s own photo: Interior
Author's own photo: Exterior
Author’s own photo: Exterior