Heading north with blind optimism, a good sense of direction and a tent, three southerners embark on a search for salty skin and morning swims; clean living and individual expression. From the fast-paced world of Melbourne City – working in, representing and operating some of the country’s finest and highly awarded nighttime entertainment establishments – Sean Fremder, Simone Jenkins and Benny Roney were longing for a new venture in the more relaxed lifestyle option of Queensland.

Searching from Byron to Brisbane for the inspiration that would satisfy the challenge of bringing something culturally unique to the area, the trio stumbled across a derelict, third floor storage room; a rabbit warren of shelves and piles of junk in the heart of Surfers Paradise which held a very rare 5am cabaret license.

In the make-over, more than 15 skip bins of concrete and debris were removed, walls were knocked down and supporting beams erected throughout months of grueling labor by the three hands-on, determined southern ex-pats with a dream. This storage space succumbed to vision, TLC and determination to emerge as a sophisticated lady of the night in 2003. elsewhere was born.