1. P R I N T H A L L P R E S S / I S S U E 1 / D E C E M B E R 2 0 1 2print hall press / issue 1 / Published Friday December 14, 2012
ADVERTISING FEATURE

2. Few people could imagine
the former home of The West
Australian as one of Perth’s
newest, trendiest and busiest
food and drink destinations.
But Colonial Leisure Group (CLG) – responsible for
other WA hospitality gems such as Raffles Hotel and
Colonial Brewing Co – were determined to create
something unique out of this decrepit building and
bring something special to Perth.
“Fortunately we won the tender,” CLG Chief
Executive Lyndon Waples said.
“That then started a journey that was pretty
enjoyable at times and colourful at other times.”
After almost three years and plenty of challenges,
Mr Waples is confident CLG has created something
unique for WA.Print Hall is the first true multi-
level precinct in Perth with four very different
levels, all with different chefs and food agendas –
from casual breakfast through to premium dining.
The four levels consist of Small Print, a bakery
and roastery; The Apple Daily Bar and Eating House,
a casual Southeast Asian dining experience; Bob’s
Bar, a rooftop terrace; and Print Hall’s namesake
venue, offering a luxurious bar and dining
experience. As well as the levels and media history
of the building, Mr Waples said the staff made
Print Hall really unique.
“It’s not a secret that we’re trying to create a
benchmark experience and that starts with staff,”
he said.
With a dedicated fishmonger buying fresh seafood
daily, experienced chefs on every level and
specialised staff roasting coffee beans onsite,
it’s clear Print Hall only employs the best of the
best.
“I think it brings a totally new experience to
Western Australia and has brought a new benchmark
to premium food and beverage offers in Perth,” Mr
Waples said.
“We exhausted considerable efforts in getting it
right and we hope visitors and Perth people alike
fall in love with Print Hall.”
D e r e l i c t t o
d i s t i n g u i s h e d
Transforming the graffiti-covered and
neglected building into one of Perth CBD’s
top new venues was a huge job. LeedA
Projects Project Manager Dave Miller
admits it was a challenge, but one he
greatly enjoyed.
Leeda Projects’ work on Print Hall was worth $12 to $15
million with the electrical work alone costing in excess of $1
million.
Mr Miller worked on the large-scale project for more than
two years and spent about 10 months of that onsite, working
closely with consultants and the design team during the build
and fit-out.
“Initially there wasn’t even a rooftop, but Colonial Leisure
Group negotiated it with Brookfield,” he said. “It was
something they wanted to add.”
Mr Miller said although it made the build more difficult,
maintaining the heritage of and some of the original features
was very important, as they wanted the historical building to
tell a story.
The team even worked with the Heritage Council of Western
Australia and heritage consultants to ensure the heritage of
the building was maintained.
“The heritage aspect made it very tricky because it meant set
levels and finishes that we had to build around,” Mr Miller
said.
The original safe door has been maintained and is now the
entrance to a wine cool room; part of the bar in Print Hall
Bar and Dining Room is the original desk where people used to
place classifieds; original doors can be found throughout
the building; and apart from a good clean, the staircase
finishing is exactly as it was when the last headlines were
printed there.
Whichever floor you’re on in Print Hall, the attention to
detail is apparent with careful workmanship and no-expense-
spared finishes.
“It’s really all about the detail,” Mr Miller said.
Touches such as discreet handbag hooks and colour themes
throughout the building connect each space and high quality
materials have been used in every instance.
“We don’t just build, we make things the best we possibly
can,” Mr Miller said.
He said everything had been measured to the millimetre,
including the spaces the public don’t see such as the
kitchens, which the Health Department said were the best they
had ever seen.
“We care about the back of the house as much as the front of the
house,” he said.
“If that doesn’t work correctly, the venue doesn’t have a
chance at succeeding.”
With the whole project costing in excess of $25 million,
consisting of four levels and a private dining room that used
to be the boardroom of The West Australian’s head honchos, it
will be hard to find another project as unique as this one.
“I’ve been involved in large jobs in the UK but this for me has
been the pinnacle in my career,” Mr Miller said. “It’s made me
hungry to do another big project.”
ADVERTISING FEATURE / print hall press / issue 1 Editor: Kim Cousins / WriterS: Tomi Ellis, Brooke hunter / Advertising: Terence Tay, 9482 9706 ADVERTISING FEATURE / print hall press / issue 1
A p l a c e t o
c a l l h o m e
Print Hall has raised the
bar for food and beverage
destinations in Perth and its
home, Brookfield Place, has
done the same for commercial
property development.
Brookfield Office Properties Senior Development
Manager Nicholas Ozich said Brookfield Place had
truly re-orientated the centre of Perth’s CBD.
“It has provided not only an outstanding piece
of modern architecture to the Perth skyline but
also a range of high-quality retail and food and
beverage offerings,” he said.
“The restored heritage buildings also provide
a unique setting and add a sense of history and
character to the precinct.
“The development was very fortunate to have
these heritage buildings remaining on the site
and I feel we have been able to incorporate the
right uses in the restoration process which has
allowed the public to experience and enjoy the
buildings again.”
Mr Ozich said the old home of The West Australian
was the most interesting and spectacular of the
heritage buildings within the development so it
was important for Brookfield Place to find the
right operators.
“We were very excited to eventually partner with
Colonial Leisure Group (CLG) on the project,” he
said.
“It has been a very productive and collaborative
relationship and one where we have been able to
achieve an outstanding outcome for the building,
precinct and the city of Perth,” he said.
“Full credit must go the CLG for their vision and
commitment to the Print Hall.”
Af t e r b e i n g a b a n d o n e d
f o r a l m o s t 2 5 y e a r s ,
N e w s pa p e r H o u s e , t h e
o l d p r e m i s e s o f T h e
W e s t A u s t r a l i a n , l a y
d e r e l i c t a n d u n u s e d .
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3. ADVERTISING FEATURE / print hall press / issue 1 ADVERTISING FEATURE / print hall press / issue 1
E m b e d d e d i n h i s t o r y
In the 1930s when St Georges Terrace was a quiet,
tree-lined street, Newspaper House stood as a
landmark in Perth.
After almost 100 years of publication
– first as the Western Australian
Journal, then the Perth Gazette and
The Western Australian Times – The
West Australian settled at 125 St
Georges Terrace in 1932.
As part of the new Brookfield Place
development, Print Hall now stands
on the site, incorporating the
building’s long and tumultuous
history.
The West lays claim to be the second
oldest continually published
newspaper in Australia. In the late
1800s, the newspaper was a source
of news and advertising for the 9000
people of Perth and Fremantle.
From 1885, the people enjoyed a daily
newspaper six days a week for the
first time.
WA News Tour Manager Anthony Alborn
said when the company finally moved
into the new building on the terrace
it was like a coming of age - not just
for the newspaper, but for the whole
state.
“In those days there were no other
morning papers competing against The
West,” Mr Alborn said.
“St Georges Terrace was, and still
is the true business centre of Perth
and so the building became part of the
fabric of Western Australian society.
“There was a tremendous sense of
patriotism and feeling towards The
West, so it was not just the building
sitting three stories high -almost
a skyscraper in those days - but what
the building stood for in the history
and development of the colony.”
With its distinctive Art Deco
influence, Newspaper House boasted
a double-sided clock that hung above
the entrance.
For many years, it was used as a
meeting point. It now hangs proudly
outside the new Brookfield Place.
“Back in the day, if you came to St
Georges Terrace you came in to see The
West Australian,” Mr Alborn said.
As an advertising sales executive
at The West since 1976, Mr Alborn
knew the rabbit-warren corridors of
Newspaper House like the back of his
hand.
“It was unique as it housed everybody
in one building under one roof. The
lower levels of the building where
Brookfield Place’s foundations sit
today was where all the heavy printing
plates were cast and weighed 25kg
each.”
Where the Print Hall bar stands today
is where the reception counter used
to be for The West’s classified and
advertising.
“Upon entry through the great big
wooden doors with brass handles, a
wonderful Scottish doorman called
Jock would greet you and direct you to
where you need to go to sort your query
or order out,” Mr Alborn said.
The managers sat up on the top deck
level and the presses were in the
basement. The canteen was on the top
floor and editorial was on the floor
below.
“The ground floor comp room, the
newsprint reel store, the plate
making area, the editorial floor,
the canteen area have all gone and
the massive BHP office behemoth now
sits,” Mr Alborn said.
The company stayed at the site until
the mid 1980s, when the paper moved to
219 St Georges Terrace after Robert
Holmes O’Court acquired The West
Australian from News Limited.
In 1987, larger and more modern
accommodation for the paper’s
printing presses was commissioned
in Osborne Park. Ten years later, the
advertising and editorial component
of the paper followed.
“One of the greatest moments was also
the saddest, as on the last day of The
West at Newspaper House, the then
Advertising Manager Ray Taylor stood
atop the jarrah counter in the main
entrance hall and to a packed crowd of
probably 1500 people played the Last
Post to signify the end of an era,” Mr
Alborn said.
“The building for its day was great
for its location and fitted the St
Georges Terrace thinking - no traffic
jams, free flowing roads and a small
population base.
“Perth enjoyed all of these things
then because satellite cities,
suburban centres and commercial
centres were all things of the
future.”
THE START O F
SOMETHIN G SPECIAL
Former editor of The West Australian, Paul Murray,
shares his memories of the iconic building.
There’s a small room on the mezzanine
floor of the Print Hall that’s
attracting a regular crowd the new
owners didn’t expect.
The old WA Newspapers boardroom always
put on a decent lunchtime spread for
those people the executives wanted to
impress, but these days anyone can hire
it out as a private dining room.
The boardroom not only saw the major
decisions that charted the spectacular
course of the company, but it was also
the venue for the annual interviews
of bright and nosey young West
Australians hoping to start a career in
journalism.
Several generations of youngsters
hoping to get printers’ ink in their
veins, eventually some of the best
reporters in the nation, got their
first grilling there.
Those that survived the experience
went on to grill the rich and powerful
for a living – in some cases mixing
it with the best in the greatest
newspapers in the world.
It was a wrench for many who started
their careers at Newspaper House,
125 St Georges’ Terrace – and not only
the journalists – to leave a place so
steeped in the traditions of the trade,
as we did on the late 80s.
These days, rubbing shoulders in
the bar and restaurants with the new
denizens of the city, are many of the
old hands, loving the new life that’s
been breathed back into their former
digs after more than 20 long years as an
unloved ruin.
And a steady stream of grizzled old
journos is making its way back to the
old boardroom on the southern side
of Apple Daily to recall where it all
started for them.
During its heyday, hundreds of
young West Australians applied for
cadetships each year at both The West
Australian and the Daily News.
Those who submitted written
applications were pruned to around
50, who were lined up over the course
of a week for interviews in front of
the top news executives, in what could
be bruising encounters on general
knowledge and alertness to what makes
news.
But for many years, two of the
most important questions asked of
prospective journalists were these:
Where did you go to school? What does
your father do?
They pretty much sum up how Perth
operated right up to the middle of the
1970s.
On a recent visit to the Print Hall,
I ran into one of the city’s former
leading female writers having a
sentimental reminiscence in the old
boardroom.
She remembered her interview ended
abruptly when one of the executives
asked her if she was the grand-daughter
of a leading board member.
Pam went on to a stellar career in the
media – but she’s still not absolutely
certain that she got the job for the
right reasons.
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4. THE A p p l e
D a i ly B a r a n d
E a t i n g H o u s e
Strictly Western
Australian beer and
wine, a Southeast Asian
inspired menu, 5500
copies of The West
Australian stacked
above the eating booths
and a neon sign roughly
translating to ‘no fatty
fish’ – welcome to Apple
Daily Bar and Eating
House on Print Hall’s
first level.
With a no bookings policy, The
Apple Daily is a more casual dining
experience than the Print Hall venue
that its balconies overlook, with an
emphasis on sharing dishes with good
company.
The vibe in this venue is casual,
busy, a little bit indie and
undoubtedly cool.
Although named after a popular Hong
Kong-based daily newspaper, The
Apple Daily is not dissimilar to the
Southeast Asian concept that has
become popular in trendy Melbourne
streets such as Flinders Lane.
As well as a mouthwatering menu of
Southeast Asian delights, there
is an extensive beverage menu put
together by Print Hall Director of
Beverages and Head Sommelier Daniel
Wegener.
Mr Wegener said The Apple Daily was
all about showcasing WA wines and
beers and gave them the opportunity
to support local wine regions and
craft brewers.
“These days, sommeliers and
restaurant owners get so excited
about international wines and
beverages, but I think WA needs
somewhere to fly to flag and say ‘hey
we do great things here’,” he said.
Only the best of the best have made
it onto The Apple Daily’s beverage
menu, alongside 14 or 15 carefully
selected craft beers available on
tap.
The food menu was designed
collaboratively with Print Hall
Director of Food David Coomer and The
Apple Daily’s Chef de Cuisine Sunny
de Ocampo.
As well as working all over the world
in places such as Japan, Spain,
China and the US, Mr de Ocampo has
worked in Southeast Asia and has
experienced all the tastes, flavours
and textures of the region that has
inspired this unique menu.
P r i n t H a l l B a r a n d
D i n i n g R o o m
Visually striking, with grand features and
a timeless interior – Print Hall’s namesake
venue is the pièce de résistance of Brookfield
Place’s anchor food and beverage destination.
It’s in Print Hall Bar and Dining
Room that the heritage of the
building is most obvious. Original
features abound, from the restored
countertop (now part of the bar) to
the wall clocks and safe door that
guards the carefully selected red
wine collection.
The large and open space feels
surprisingly intimate and is
broken up by a vertical garden
in which fresh oysters, a cheese
cabinet and the main dining room
can be found behind.
With a modern European inspired
menu put together by Director of
Food David Coomer and Head Chef
Shane Watson, the dining room
offers a premium dining experience
using only first-rate produce.
There’s an amazing fresh seafood
culture starting with local
oyster king Jerry Fraser and a
fresh fruit juice program that
means almost every juice used
within Print Hall’s walls has been
freshly made, bringing a beautiful
seasonal point of difference to
the menus.
In the main dining room there is a
mouth-watering a la carte menu or
degustation menu to choose from,
featuring dishes like smoked ocean
trout and white rocks veal.
For a more relaxed experience, the
bar counter-meal menu is equally
as delicious and includes gems
such as confit pork belly and wood-
fired sirloin.
In addition to a world-class food
menu, the beverage options are
many. From a 22,000 bottle-strong,
2.5 million dollar wine program
to house-infused spirits and a
house-made ginger beer, there’s
something for every experience.
B o b ’ s B a r
The top of the grand newspaper-lined
staircase inside Print Hall opens onto
a very up-market rooftop terrace,
named after local lad and former
Prime minister, Bob Hawke.
Although not part of the original plans, Bob’s Bar was
something the architect and design team came up with that
meant Perth people would have somewhere to soak up the
sun, sip on a creative cocktail and nibble on the Spanish-
inspired menu.
Like everything in Print Hall, Bob’s Bar has a sense of
real quality and timelessness about it, from the custom-
made solid wood furniture and Italian plant pots to the
cool jazz and lounge soundtrack.
The food and drink menu is refined and a lot of the food on
offer is share-based to promote a more sociable and casual
atmosphere.
The beverage list is impressive and might take you a while
to peruse – as well as a large selection of wines, there are
craft beers to be drunk and punches to be shared.
Print Hall Director of Beverages and Head Sommelier Daniel
Wegener said there were some fun wines up in Bob’s Bar and
you could choose from a fairly eclectic variety.
He said Bob’s Bar was all about going up there, having some
great tapas, and trying some really versatile wines.
Make sure you order one of Bob’s Dogs or one of the many
versions of the Sea Breeze cocktail – a classic and ironic
take on Perth’s weather.
S m a l l P r i n t
B a k e r a n d
R o a s t e r y
Keeping with the mentality
of making something
different and unique,
Small Print Baker and
Roastery was created as a
specialty coffee roaster,
bakery and café staffed
by the most passionate
people in the business.
Tucked away from the main entrance of
Print Hall, this venue offers much more
than your average café, with a team of
experts including Head Roaster Simon
Catoni, Head Brewer Mitch Smith, Head
Baker Martin Thompson and Pastry Chef Bun
Elie Yana.
The fresh food and specialty drinks –
including some very unique coffees and
teas – are all made using only the highest
quality ingredients and produce.
The team bake onsite each morning so you
can enjoy fresh goods including breads,
pastries, muffins and sausage rolls. The
freshly baked bread is not only available
in Small Print but also in every Print
Hall venue.
The staff’s passion is obvious, and they
know their area of expertise inside out –
Head Roaster Simon Catoni has been making
and roasting coffee for about 10 years
and said his favourite bit of the job
was when they received new coffees with
outstanding flavours and profiles.
Offering a huge range of specialty high-
altitude Arabica from places such as
Central America, South America, East
Africa and Indonesia, Small Print is
focused on ensuring coffee quality.
“We try to make the cup of coffee you
drink in the morning, as transparent as
possible,” Mr Catoni said.
“We can tell you who it was grown by, what
side of the hill it was grown on.
“I know exactly where it has come from.”
All coffee is roasted onsite using the
first Loring SmartRoaster in Western
Australia, which not only ensures
quality control, but also produces 80 per
cent less emissions than a conventional
drum roaster.
Small Print also support the lives and
livelihoods of the families farming
the coffee beans, by selling hessian
sacks used to transport coffee beans and
donating that money to the charity Coffee
Kids.
ADVERTISING FEATURE / print hall press / issue 1 ADVERTISING FEATURE / print hall press / issue 1
F u n c t i o n s
Whether you are looking to
celebrate a 40th birthday,
engagement, a corporate
cocktail event at Bob’s Bar or
a private dining experience in
the Chairman’s Office, Print
Hall can cater for them all.
For further enquiries or to
arrange an appointment to
view the venues at Print Hall,
please contact the event
coordinators on (08) 6282 0000.
Alternatively, see the website
to download the functions pack
for more details.
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5. A p r o j e c t o f t h e i m a g i n a t i o n
The time and thought put into the design and architecture
is obvious throughout Print Hall. Everything from the
grandest to the minutest detail has been carefully
selected to reflect the Print Hall brand and honour
the history of the building.
Projects of Imagination, the company
behind this detail, aimed to create a
unique, versatile and timeless venue
that offered a new experience with each
visit.
As well as the architecture and design,
the Projects of Imagination team –
headed by graphic designer Nick Cox and
architect and designer Dion Hall – was
also responsible for the graphics and
brand strategy of Print Hall.
Projects of Imagination has a rich
history of working on heritage-listed
buildings, and Mr Cox said although they
presented wonderful canvases, they also
presented many challenges.
He said part of the challenge with Print
Hall was communicating each of the four
venues differently while retaining
flow and consistency throughout the
building.
“Each venue has a different purpose, so
we communicated them differently while
at the same time, subtly linking them
through consistent visual devices,” he
said.
“The architecture and interior plays a
large role in this and flows between the
past and present throughout each level.”
Mr Cox said the graphic communication
they developed for Print Hall paid
homage to the buildings historical roots
by directly drawing on its printing and
media origins.
“We customised an existing typeface
that embodied strength and solidity, a
reference to the size of the project and
its past,” he said. “The external street
signs were certainly the largest we have
ever produced and immediately gesture a
proud environment, one that is certainly
sure of itself in every way.”
The architecture and design of each
venue was inspired by different ideas
linking back to the history of the
building.
Mr Cox said Small Print was inspired by
letterpress; Print Hall by newspapers;
The Apple Daily Bar and Eating House
referenced China, the printing process
and colour; and Bob’s Bar, as well as
being the location of the original The
West Australian sign, was a direct
tribute to past Prime Minister Bob Hawke
and his relevance to Perth, growing up
and in the 1980s.
“If the opportunity presents itself,
it’s important for a venue to recognise
its rich past – introducing and
honouring Bob Hawke was a direct ploy
we suggested,” he said. “It gave us the
opportunity to reference that moment
in 1983 in different ways, from the
newspaper clad stairwell, to the iconic
neon quote on the rooftop.”
Mr Hall said as well as the history of the
building, Projects of Imagination was
equally interested in the building’s
connection to the people of Perth.
“While identifying with the physical
elements we were developing a design
narrative which would connect the new
use with its historical context and
simultaneously acknowledge Perth,” he
said
ADVERTISING FEATURE / print hall press / issue 1
Print Hall / 125 St Georges Terrace, Perth, 6000 / P: +61 (8) 6282 0000 / F: +61 (8) 6282 0099 / E: info@printhall.com.au / W: printhall.com.au
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