Hidden within The European Hotel, Privato was conceived as Melbourne’s most exclusive dining and event experience — a private sanctuary for those seeking discretion, luxury, and intimacy. Under Mario DiNardo’s direction, Privato was designed to capture the essence of old-world glamour, combining fine dining, tailored service, and an atmosphere of quiet sophistication.

Votre Group partnered closely with the European Hotel team to shape the creative identity, brand narrative, and visual direction for Privato’s launch. Our goal was to translate the exclusivity of the venue into a compelling visual and digital language that would resonate with high-end clientele and event partners.

We curated a photography and videography suite highlighting the venue’s mood — dimly lit interiors, polished marble, crystal glassware, and bespoke table settings — every frame capturing the refinement of the Privato experience. The resulting media formed the foundation of a targeted social and digital campaign, focused on positioning Privato as a hidden treasure for private dinners, executive events, and high-profile gatherings.

Through strategic storytelling and curated press materials, Votre Group emphasised Privato’s appeal as an invitation-only destination, offering a dining experience unlike anything else in St Kilda. Every element — from tone of voice to imagery — reinforced the idea of luxury through restraint, crafting a brand identity built on privacy, precision, and timeless allure.