Carving your red line into distinct offers is an idea as old as the pub itself: front bar, bistro and band room can all run on separate tills, each with tailored product and service offers.

Today, as the demand to capture the attention (and wallets) of patrons with a broad palate increases, savvy business owners are taking on ambitious licences with gusto, creating multilevel F&B experiences that function as an entire ecosystem.

Beautifully clad in glazed terracotta “faience”, Shell House resides in a palazzo-style building in Sydney’s CBD, one of the tallest heritage façades in the world. Inside, four venues exist over multiple levels – each with a personality of its own and, together, serving up an experience greater than the sum of their parts.

Shell House, Masters of:

01. Luxe Lock-ins

With a distinct offer and atmosphere in each of its four venues – Sky Bar, Dining Room & Terrace, Clocktower Bar and Menzies Bar – the Shell House team can keep a group of patrons bar hopping internally for an entire evening.

02. Old Meets New

Celebrating heritage architecture and classical modes of service, without ever feeling stuffy or elitist, each venue in Shell House feels apt for special-occasion dining, knock-offs for inner-city suits and post-theatre cocktails alike.

03. Collabs & Programming

Shell House has a roster of varied and thoughtful programming that highlights local makers and international stars in equal measure. From fine-dining DJ sets to guest wine showcases, all its collaborations feel lovingly curated.

Check out the Shell House Instagram, and make sure to drop by the next time you’re in the Sydney CBD.

This Trend Alert is excerpted from the A+ Future Trends Report 2024–25, a holistic deep-dive into what we know will impact hospitality operators in coming years. Learn how you can gain access to the full report here.