“We committed to bring Lune to Sydney customers in 2024,and when it looked like that wouldn’t happen[at Darlinghurst],we had to be proactive and take matters into our own hands,” Reid says.
The opening is hotly anticipated in Sydney,where fans of Reid’s croissants queued for upwards of three hours at its pop-up store forWorld Chocolate Day at the Queen Victoria Building last July.
For many,it was their first opportunity to taste a Lune croissant,which have been dubbed the “world’s best” byThe New York Times.
“It showed us how much love there was for us in Sydney,” Reid says. “We anticipate the[market there] has the opportunity to be one of our biggest − so much so,we’re building the kitchen from scratch to ensure we meet demand.”
Pending council approval,construction is set to begin shortly,with the view to opening before Christmas. The Sydney flagship is set to open at the same time as a second satellite shop at Metro Martin Place.
Reid says the new site features a familiar industrial charm,serendipitously similar to Lune’s Fitzroy outpost. Each warehouse at Rosebery Engine Yards is heritage-listed for its local significance,from the former Commonwealth Weaving Mills to the former Westinghouse factory.
But the Sydney Lune headquarters will offer fans something different.
“It’s never going to be a copy-and-paste situation,” Reid says.
While the quality and availability of freshly baked croissants remain paramount,the Rosebery store will have dine-in capacity for “the full Lune experience”.
The ex-Formula 1 engineer hints at hidden “Easter eggs” throughout the new venue:little details that only the most fervent Lune fans are likely to discover.