Haute couture meets surf culture at a ’70s-inspired boutique hotel

A new 70s-inspired surf club hotel by award-winning creative director and designer George Gorrow is set to open in Crescent Head, New South Wales next May.

The 25-room Sea Sea boutique hotel aims to bring like-minded people together in a space that fuses surf culture, fashion, music, hospitality and art.

Gorrow, founder of Sea Sea, co-founder of Ksubi and creator of The Slow in Bali, wants the hotel to be a place where guests can connect with themselves and with nature.

“Crescent Head still looks like that place you visited as a kid, it still feels so pure,” he said.

“I love to surf as does my wife and the wave for us is one of the best waves in Australia, it’s for everyone, great fun. The MacKay area is also so rich in culture that we partner with local farms and producers to showcase the region. The old cliché of locally sourced, locally produced, sustainable, you hear, that’s really what we’re going to do. It excites us, it comes back to the essential “.

The hotel will feature innovative food and beverage concepts, a rotating program of musical performances, curated mix tracks, art exhibits and its own gift shop. In Room 13, guests will be invited to explore a showcase of established and emerging artists with photography-focused exhibitions held every six weeks.

Gorrow and Gareth Moody’s Non-type fashion label, a nod to luxury surf culture, will also offer a limited collection exclusively at Sea Sea.

“For me, a hotel is like that concept, and for me, the hotel can now be the place, not just a bed you sleep in while visiting a city,” Gorrow said.

“The hotel can be the key experience. That’s what drives me, it’s the experience I seek and the experience I try to deliver through all the different aspects of the hotel. 360 degree experience.

The experiential hotel concept is inspired by Claus Sendlinger’s Design Hotels. Gorrow met Sendlinger in Indonesia and the two discovered that they shared the same views on the new hotel movement.

The hotel’s interiors will feature artisan-crafted furniture and crafts and an abundance of natural textures to encourage guests to relax.

“It’s invigorating to see such an intimate, modernist concept come to life in a market where only size seems to matter,” Sendlinger said.

“I think the Sea Sea Hotel concept has the potential to expand internationally and attract influential and traveling clients around the world.”

Nicholas E. Crittendon