New York City has no shortage of bars, but none quite like this. Old Mates, a new three-story Australian pub in Manhattan, has quickly been dubbed “New York’s real Aussie embassy.” Backed by the likes of Hugh Jackman, Hamish Blake, Andy Lee, Pat Cummins, Ash Barty, Mick Fanning and Patty Mills, it’s a cultural export with a brand identity that is as distinctly Australian as the beer it pours.
That identity was built not in New York, but in Melbourne, by indie agency By All Means. The partnership has transformed Old Mates into a showcase of Australian creativity and cultural influence on one of the world’s biggest stages.
B&T sat down exclusively with co-founder Andrew Stone and By All Means creative partner Ed Howley to unpack just what goes into marketing all things Australian culture to a culture-rich Big Apple.
For Stone, the challenge was to skip past clichés and find authenticity. “Our biggest challenge wasn’t about translating Aussie culture, it was about resisting clichés. We didn’t want ‘kangaroos next 5 km’ or surfboards with shark bites. We wanted the spirit of the Aussie pub, genuine, unpretentious, warm, and to present that to New Yorkers.”
“Our creative challenge was designing a space that feels like any true neighbourhood pub in Melbourne or Sydney, without leaning on stereotypes. Think authentic carpet patterns from the MCG, hidden art nods, no didgeridoos, just how it feels to walk into your local”.
Howley agreed: “We needed to make it feel instantly familiar to Aussies without drowning it in clichés, and at the same time attractive for New Yorkers. It had to be Australian in spirit, but universally appealing”.
That approach, both said, allowed the brand to cut through in a city already saturated with hospitality concepts.
Part of that authenticity was positioning Old Mates as something more than a pub. “The Australian pub is more than a drinking spot, it’s a gathering place, a communal hearth,” Stone explained.
“Lots of Australians here are chasing home: AFL on TV, Triple J’s Hottest 100 countdown, Sunday roasts, and banter over a pint. We curated everything, from music to sport, to deliver that vibe. That’s why people call it a ‘cultural embassy’, it’s their home away from home, but equally cherished by local New Yorkers”.
Howley’s team, he said, provided a canvas, but “Andy’s crew filled it with life. That’s what’s turned it into more than a pub; it’s become a cultural home”.
“From day one, Andy and the team were clear that this wasn’t just about opening a pub, it was about creating a cultural anchor. From a design perspective, we had to imbue the brand with enough Aussie cues without falling into the trap of turning it into a Croc Dundee tribute bar”.
The project is also a story of marketing Australia itself, through design. “It says Aussie creativity isn’t an echo; we’re originators,” Stone said. “I’d worked with Ed and others at the agency in the past. We went to pubs together for debriefs, celebrations, and farewells, so I knew they’d instantly get the spirit of what we were creating. That trust has allowed us to project an unmistakably Aussie vibe into Manhattan. It’s a brilliant, authentic combo: Aussie-born hospitality and creative muscle doing global storytelling right”.
For Howley, the collaboration serves as a case study on how distance can be turned into an advantage. “Andy would text me at night in New York, we’d pick it up first thing in Melbourne, and by the time he woke up, new design work was ready. That rhythm created a kind of 24-hour creative cycle where ideas were constantly in motion. It shows how Australian creativity adapts and thrives globally. We can turn distance into an advantage.”
The results so far have been off the charts, with lines around the block, Dom Dolla DJ sets, and stars from all walks of life and across the globe sharing pictures on social media, but Stone insists this is much greater than just hype.
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“It’s surreal, humbling, and deeply gratifying. For us, success isn’t just coverage or hype; it’s creating a sense of belonging. We hope all Aussies are proud that we finally have a real Aussie embassy in New York, and it’s equally loved by locals”.
“The best part has been seeing Aussies and New Yorkers hanging out together, both feeling like it’s their local,” Howley said.
Old Mates may have opened its doors in New York, but its success lies in how it has marketed something bigger: the spirit, creativity, and culture of Australia.
