Dan Murphy’s Transformation of Historic Lyndhurst Hotel

As part of the Dan Murphy’s refit program, i2C have been engaged to transform the historic Lyndhurst Hotel in Brunswick into a boutique style Dan Murphy’s retail space.

The new concept store was inspired by the heritage value and charm of the existing building, with the intent to keep the unique character of the interior, and to also utilise and showcase the heritage architecture.

Existing building


Sketch of proposed ground floor


Whilst the existing drive through bottle shop is being removed, this makes way for the ground floor plate expansion to accommodate a smaller scale Dan Murphy’s offering.

We believe that combining the modern convenience of the beverage retailer with the existing building has brought this concept to life. From the Lygon Street elevation the passing customer shall be able to view into a new showcase wines storage cool room through the refurbished façade.

By removing part of the internal first floor, however retaining the structure it has enabled the space to grow in volume and embrace the original structure. Part of the first floor shall be retained to overlook the main retail floor area as a prestige wine tasting room accessible via the existing timber stair case.

inspiration winery-2
Tasting room and wine storage inspiration


Sketch of proposed first floor


Creating a space that engages, intrigues and enhances the customer experience is a driving passion from the design team not only for this but all projects.
We believe that the combination and heritage of the wine / beverage offer marries with this building envelope and is the key to making this concept a great project for Dan Murphy’s.

Project Name: Lyndhurst Club – Dan Murphy’s
Client: Dan Murphy’s / ALH
Cost: $2.5M
Location: Lygon Street, Brunswick
Status: Awaiting DA Approval


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