Cradle Mountain is, arguably, a brand in its own right.
It is home to ancient rainforests, alpine flora and fauna, pristine lakes and spectacular views.
But it is also the place we flock for walking experiences on the Overland Track or the many trails spread throughout the Cradle Mountain–Lake St Clair National Park, and it caters for both ends of the accommodation scale while we are at it.
However, with the announcement this morning of a luxury accommodation development called Our Cradle, the mountain’s brand is rising.
A collaboration between Launceston-based architectural and branding firm S. Group and first-time developer Simon McDermott, Our Cradle is set to add to Tasmania’s growing list of luxury destinations.
Already familiar with Cradle Mountain as the managing director of McDermott’s Coaches, which runs the shuttle service and associated tours in the national park, Mr McDermott plans to add more of his touch to the mountain with this development.
He said Tasmanians “have an enormous sense of pride in Cradle Mountain”, which is certainly true.
Not only is Cradle Mountain a playground for Tasmanian residents, but it is also one of the major draw cards for interstate and international visitors – through all seasons.
Partnering with S. Group to make the development happen from the architectural and marketing side, Our Cradle is promised to be “unrivalled” in position, bringing “Tasmania to the guest”, director Sam Haberle.
Our Cradle will become one of several iconic projects for S. Group, with the Flinders Island Wharf Shed and what is set to be the state’s largest hotel and tallest building – 2-6 Collins Street, Hobart – already in the works.
It is the type of project S. Group is drawn to, Mr Haberle said.
“Being able to offer this kind of strategic integration between the architecture, brand and marketing is what sets S. Group apart as a completely unique creative firm,” he said.
Collaboration between businesses like this is what will make the future of our state a positive one.