Mercato Centrale Melbourne
Thanks to a genius collaboration between food and beverage entrepreneur and founder of Mercato Centrale, Umberto Montano, and local hospitality expert and entrepreneur Eddie Muto, Melbourne can expect to see the Italian giant launching at 546 Collins Street, in the heart of the city’s CBD before the end of 2022.
Mercato Centrale is a house hold name in Italy known for its simple, yet exceptional cuisine and talented artisans. It is more than a local Market, it’s a meeting place where food and culture come together, an artistic expression enriched in history and tradition.
Melbourne can expect to uncover a captivating love story between artisans and their craft, while experiencing a huge taste of Italy in their own backyards.
Mercato Centrale, the Italian business venture signed by the food & beverage entrepreneur Umberto Montano, in collaboration with the Human Company Group, national market leader in the field of outdoor tourism, flies beyond the Italian borders and launches on the Australian market.
The project, born in 2014 in Florence and replicated in Rome (2016), Turin (2019) and Milan (2021), has chartered a new way of talking about food that makes simplicity its strongest asset, drawing attention to the food artisans and their know-how in an ideal square of taste. Mercato Centrale is not just a place to eat and do your groceries, but a meeting place where food and culture come together with thanks to a full calendar of cultural and social activities open to all, constant dialogue with the local community, and bringing life back to venues that are of great historical, architectural and artistic importance.
The project conceived for Melbourne will not be outdone, rising inside the historic McPherson’s Building (c. 1935), an extraordinary example of the streamlined modern style in Melbourne that helped introduce a whole new style of architectural expression in the city. This style was derived from European architecture of the 1920s and 1930s, most notably the Bauhaus school, and emphasized clean lines, functionalism and a detachment form previous style. The striking façade, with its highly visible display areas, reflected the need to catch the eye of passing motorists, as well as pedestrians.
Located at 546 Collins Street, in the heart of the city’s CBD and a short walk from Southern Cross Station, Mercato Centrale Melbourne will occupy the ground and first floors of the former McPherson’s building, covering a total area of over 3000sqm., and will host more than 20 artisan stalls. Opening is expected by the end of 2022, while architectural design by Alberto Torsello (former artistic director of Mercato Centrale Milano) and the team of artisans are underway.
Italian food is considered the best in the world and rightly so – says Mr. Montano – not only because of taste, but mainly because of history and tradition, which are guaranteed today by a combination of sensitivity and know-how in the hands of our food artisans. They are the real protagonists of Italian cuisine, and it is their responsibility to preserve its tradition and continue its development. Outside of Italy, today more than ever, it is important that these traditions do not get lost, but rather that it becomes a school on which to build an even higher development project of the culture of Italian food. Melbourne seems to me to be an extremely interesting source of artisan food culture, because it is full of passionate artisans who will surely find their place of maximum expression in the Mercato Centrale.
The coming opening in Australia is the result of a partnership agreement with local entrepreneur Eddie Muto, owner of the Barman & Larder Group and known for having launched various successful hospitality and catering formats in Melbourne. The project will be managed under the NewCo Mercato Centrale Australia Pty Ltd. (started together with Mr. Muto), which will also aim to facilitate the development of the project in Oceania and South Asia.
It is our privilege to have such a high level of food and beverage protagonist to work with – Mr.Muto says – creating a new platform for artisans from Australia and Italy to demonstrate their craft and make available for the larger Melbourne and Victorian community to enjoy. I am humbled by the result that will be soon achieved at Mercato Centrale Melbourne.
A location for local traditions, craft and cultural vocation are the fundamental cornerstones of the Mercato Centrale project, aiming to accompany the public towards the rediscovery of the historical function of the market as a place of destination and discovery.
Each Mercato is different, but each is developed to emphasize the characteristics of the space it occupies and the traditions of the territory with which it dialogues, without ever distorting the cornerstones of the format. These are the strengths and distinctive features that make the Mercato Centrale unique in the world and which will also be evident in Melbourne from the end of 2022.
Here are pictures from the Mercato Centrale outlets in Florence, Rome, Turin and Milan.
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