As Melbourne prepares to welcome the world for the Formula One 1™, Sofitel Melbourne On Collins is shifting the race from trackside to Collins Street, unveiling an immersive in-hotel activation that brings high-performance engineering and glamour to the hotel's lobby. For the duration of Grand Prix week, a McLaren Artura Supercar will command centre stage at the hotel, transforming the five-star address into a must-visit destination for motorsport fans and international tourists alike. Guests and visitors will have the rare opportunity to experience the engineering prowess of McLaren up close, with no race pass required.

In addition to the McLaren showcase, the hotel's Atrium Bar will unveil a bespoke Grand Prix™ cocktail, crafted exclusively for race week. Priced at $26, the limited-edition creation 'The Atura' blends premium Patrón tequila with fresh lime and agave, elevated by a touch of crème de violette for a striking light blue hue. Finished with a blue salt rim, it delivers crisp citrus, subtle floral notes and a smooth, refined finish. Precision-crafted for race week, the cocktail  mirrors the striking blue tones of the McLaren Artura on display in the lobby.

“This is one of Melbourne's most exhilarating moments on the global stage,” said Stephan Leroy, General Manager, Sofitel Melbourne On Collins. “Each year, the city transforms during Formula 1™ into a celebration of speed, innovation and international style. We are proud to bring that energy into the heart of Collins Street, offering our guests a front-row experience that captures the prestige and excitement of race week,  from the striking McLaren Artura in our lobby to a bespoke Grand Prix™ cocktail crafted exclusively for the occasion.”

ABOUT SOFITEL  

A pioneer of French luxury hospitality since 1964, Sofitel today embodies heartfelt and committed luxury with a French zest. A seamless blend of the richness of each local culture and the French joie de vivre, the brand delights travelers who appreciate delicacy and subtle refinement, offering them heartfelt and authentic service. At Sofitel, beauty is in the details: life's simple pleasures such as gastronomy and sleep are art forms for an incomparable experience.

Sofitel now boasts more than 120 hotels, all elegant and unique, in the world's most sought-after destinations. Among its most remarkable properties: Sofitel Le Scribe Paris Opera, Sofitel London St James, Sofitel Dubai The Obelisk, Sofitel Mexico City Reforma and Sofitel Ambassador Seoul. The brand also offers a selection of heritage luxury hotels under the Sofitel Legend banner, renowned for their timeless elegance and fascinating history, such as Sofitel Legend Old Cataract Aswan or Sofitel Legend Metropole Hanoi. More recently, the brand also unveiled its first Sofitel Residences, redefining luxury living with prestigious properties that combine elegant design with Sofitel's renowned service and sophistication.

Sofitel is part of Accor, a world leading hospitality group counting over 5,700 properties throughout more than 110 countries, and a participating brand in ALL Accor, a booking platform and loyalty program providing access to a wide variety of rewards, services, and experiences.

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