303 MullenLowe Perth and United Studio join forces to create Coast at Port Beach

What was once ‘Salt On The Beach’ is now one of Perth’s most popular venues.

After a two-year rebuild and repositioning, beachside bar and restaurant ‘Coast at Port Beach’ opened its doors last month, winning high praise from both critics and Perth’s restaurant and bar-loving public alike.

Millions were spent on the significant overhaul to better capitalise on the unique location and establish a clear and unique positioning for the venue. This latter objective was driven by 303 MullenLowe in partnership with brand environment specialists, United Studio.

“It really just started as an informal chat between Al Taylor and I about 18 months ago, and evolved from there,” said Ian Hutchinson, owner of Coast. “We had our building plans and they were all looking great, but what we needed to create was an overall experience that would make the place a real destination. So we got 303 MullenLowe involved.”

Al Taylor, Group Managing Director at 303 MullenLowe, said: “Projects like this don’t come along often, particularly in hospitality. Brand projects where you can get involved from the start and have your work inform and drive all aspects of the development and deliver a complete experience. Plus, it looked fun, so we leapt at it.

“It was also clear that we needed to collaborate with David Smith from United Studio from the beginning to ensure the brand idea transcended all aspects of the business. This included the name and identity, the look and feel, the physical space and fit out, service culture …even the food.”

David Smith adds: “Projects of this breadth are a great opportunity to demonstrate what can be achieved through a collaborative approach. A cohesive and powerful brand experience was the goal and I think most people would agree we’ve created that.”

Located on Port Beach Road, North Fremantle, Coast also includes ‘Coast Cargo’, a kids-free beachside sanctuary, and ‘Coast Kiosk’, for early morning beach goers.