Full rebrand, compliance overhaul and technical transformation of 229 Queensberry Street in partnership with Full Throttle Entertainment.
Overhauling a 24-hour licensed venue under regulatory scrutiny.
229 Queensberry Street has lived many lives within Melbourne nightlife — formerly Hidden Forest, later Hellfire, and operating as Dimension Nightclub before its transition. By 2018, the venue carried a complex reputation, regulatory scrutiny, and an elevated risk profile despite holding one of Melbourne’s most coveted 24-hour liquor licences. Engaged to reposition and relaunch the venue, we partnered with Full Throttle Entertainment, working alongside Nergal Youkhana and Mitchell Gee to transform Dimension into Yours & Mine. The brief extended far beyond aesthetics. It required a full operational reset, licensing renegotiation, and infrastructure overhaul to restore viability and credibility. The scope included complete venue renovation and fit-out, installation of a Function-One sound system, lighting redesign, replacement of CCTV and POS systems, systems development, sponsorship and first-pour agreements, and amendment to the existing liquor licence. Concurrently, we worked closely with Victoria Police and the Licensing and Regulation Division to restructure compliance frameworks and reduce the venue’s risk profile ahead of reopening. Planning commenced in May 2018, with major site works executed within a tightly controlled seven-day shutdown to minimise loss of trade. Every element — operational systems, brand direction, technical capability and regulatory posture — was rebuilt to support long-term sustainability rather than short-term hype.
Repositioned, relaunched and restored to Melbourne’s nightlife circuit.
Yours & Mine launched on 28 July 2018 with immediate impact, drawing queues spanning two city blocks on opening night. The venue re-entered Melbourne’s nightlife scene with renewed technical credibility, strengthened compliance foundations and a revitalised brand identity. The project demonstrated the ability to stabilise and reposition a historically challenged 24-hour licensed venue through disciplined operational strategy, regulatory engagement and technical investment. The groundwork laid during this transformation ultimately supported the venue’s next evolution into Colour Nightclub — reinforcing 229 Queensberry Street as a continuing fixture within Melbourne’s club landscape. This was not simply a rebrand. It was a structural reset of one of Carlton’s most recognised nightlife addresses — operationally, technically and regulatorily.
