Bécasse, Emporium Melbourne
Acclaimed bakery Bécasse has opened its doors at Emporium Melbourne, with the interior created by Landini Associates. Whilst continuing its identity as a high-end artisan patisserie and bakery, the new Melbourne flagship has merged into a brasserie, extending its offer to include full format exclusive restaurant dining. This brand evolution was launched originally in Singapore at the city’s recently opened Dempsey Hill store, another Landini Associates design, yet it is the first extended model in Australia. It is also the first Australian store for the brand since it was acquired by the Jones the Grocer Group (LVMH).
The interior embraces a modern interpretation of classic Parisienne style and brasserie ambience. Composed from an elegant black and white palette, it is both contemporary and timeless. Pressed tin sheets with intricate patterns cover the ceiling, whilst tessellated black and white tiles decorate the floor. Marble tables with polished steel edges feature in the intimate dining area, which runs parallel to a large travertine display counter of luxurious handcrafted cakes and pastries, served by staff dressed in traditional brasserie attire.
The new concept allows for all day trading; breakfast through to dinner. Accordingly, the menu has adapted, extending from its famous selection of sweet treats to incorporate a range of classic French inspired hot and cold savory dishes as well as an array of wines, champagne and Becasse’s famed selection of teas.
Bécasse is the latest Jones Family (LVMH) addition to the Emporium’s array of highly sought after venues, joining Jones the Grocer and Charlie & Co, also designed by Landini Associates. Although it has a similar target market to Jones the Grocer - educated, well-travelled and discerning 25- to 50- year-olds, mainly women - the focus of the concepts differ. Jones is slightly younger and more urban, whilst the new contemporary bakeries are chic, classy and elegant. Bécasse is a modern interpretation of a French patisserie and bakery, while Jones the Grocer has a modern Australian feel, yet both undeniably offer luxury as convenience. Bécasse is a reinvention, modernization and above all, celebration, of the classic tearoom.
134 square metres
Food, Retail, Hospitality