The concept is a multi-layered food and eating experience combining restaurant, cooking school, wine store and market providore. You can shop, eat and cook all in the one spot.
First thing that drew me in was their name and the promise beneath it to "feed the soul." This is really "lived" thru the store - right down to the labels.
Admittedly "soul" isn't a word you typically expect to see in relation to retailing food. That's why it works. For me the word captures an emotional, nurturing truth about cooking and eating. A recognition that whilst you start with the "raw ingredients" its what they enable you to create, share and experience that ultimately matters most.
Their displays are colourful and sensory. As we stepped inside we were greeted by staff who offered samples of their cheeses (which were superb!).
This was backed up with a great cheese range - not to mention an incredible array of sommelier selected wines. Oh, and did I mention they also have an on-site butcher too?
The whole store exuded a sensory "slow food" philosophy with fresh produce sourced from Australian producers. You feel a permission to linger and explore, which is made easier by the extremely friendly and knowledgeable staff.
I loved their use of theatre in areas like the meat displays below ...
Everything in the store has a story - from their name (21 grams is hypothesised to be the "weight" of our souls) to the produce - be it provenance, seasonality etc I bought a marmalade from the southern highlands which I can't wait to try.
Definitely worth a visit.
- Posted from my iPhone
