Federal Group, having already established Australia’s first casino, an art hotel, and a luxury lodge, were looking for something profoundly different with their new Hobart waterfront project. In 2015, they engaged Red Jelly to develop the concept for a premium hotel that would not be just an accommodation property, but a unique tourism experience.


We quickly realised that the key to powerful engagement surrounded us on all sides. It was part of who we are, who we were, and all that united us- Tasmania. We built the identity of the hotel on the identity of our state – her people, her history, and her stories. From whalers to larrikins, cross-dressing sailors and Indigenous heroes, every room tells the story of a unique Tasmanian character, with the aim of extending guests an invitation to join us in celebrating our wonderful state, and leave them with a sense of peace and belonging that will remain with them long after they depart.


The arrival of MACq01 has been eagerly anticipated, and led to booked out public tours. Overwhelmingly positive reviews after the recent opening (e.g. 43 of out 48 reviews give it five stars) demonstrates how well the guests are engaging with the concept and recommending the experience to others.

What we did

  • Brand Design
  • Content Creation & Storytelling
  • Creative Services
  • Customer Insights
  • Digital & Social Strategy
  • Illustration
  • Marketing Strategy
  • Packaging Design
  • Print Management
  • Project Management
  • UX & UI Design
MACq01 Coffee Table Book
One hundred & fourteen doors
MACq01 Characters
Old Wharf Signage