Melbourne-based hospitality group Urban Alley has opened the doors to its flagship venue after a $7m fitout that was announced last month.
The 1200sqm two-storey venue can host up to 620 guests and combines craft beer, dining and entertainment in a purpose-built space in Chadstone, in Melbourne’s south-east.
The group relocated from nearby The Social Quarter after outgrowing its size and designed the new venue to function as a hub for events, live sports and corporate functions.
Urban Alley CEO, Dean Grant, said the company has always been about creating a place where beer, food and community converge.
“This new venue will allow us to bring our award-winning beers to more people, in a space that reflects our vision for hospitality in Melbourne,” Grant said.
“[It’s] welcoming, sophisticated and dynamic.”
The space includes two bars, private dining rooms, indoor and outdoor areas, fireplaces, and a sports bar with views of the Melbourne skyline.
General Manager, Linda Sali, said every aspect of the venue was designed to create a premium experience.
“From the layout to the lighting, to the design of the bars and private spaces, we want every guest to feel the energy of the brewery and enjoy a premium hospitality experience whether they’re here for lunch, dinner, or to catch the latest sporting events,” Sali said.
The opening continues the expansion of the Urban Alley offering, which has grown from a single Docklands brewery into a multi-venue operator.
Earlier this year the brewery rebranded its best-selling beer, All Nighter Mid Strength Ale, while launching two new styles: Fuschia, a West Coast IPA, and Vibes, a Best Extra Stout crafted with Victorian ingredients.
Image supplied by Urban Alley. 
Image supplied by Urban Alley. 
Image supplied by Urban Alley. 
Image supplied by Urban Alley. 
Image supplied by Urban Alley. 
Image supplied by Urban Alley. 
Image supplied by Urban Alley. 
Image supplied by Urban Alley. 
Image supplied by Urban Alley. 
Image supplied by Urban Alley. 
Image supplied by Urban Alley. 
CEO Dean Grant and General Manager Linda Sali. Image supplied by Urban Alley. 
Image supplied by Urban Alley. 
Image supplied by Urban Alley. 
Image supplied by Urban Alley.
