Situated beneath an impeccably revived Melbourne gothic icon, Purple Pit is a subterranean space reborn into a five star dive bar. Latitude collaborated closely with the interior design firm Studio Massive, and owners Maurice Terzini and Joe Jones, to establish a uniquely biographical brand story for the establishment. Strongly referencing the 70/80s punk and New Romantic subcultures, the visual language reflected Terzini and Jones experiences, influences and passion with the music, design, parties, and art from that era. The colour of the red placemaking entry statement was selected to be used against the historic bluestone facade as an abstract reference to the Purple Pit name (Red + Blue = Purple), and in turn became a foundation component of the brand.

Awards:
Finalist – Branding
2024 AGDA Awards
(Australian Graphic Design Association)

Winner – Best Hospitality Design
2024 Australian Interior Design Awards