What sort of person sets their alarm for 3am so they can queue for croissants? Kate Reid of Lune Croissanterie hopes it's the same type who'll book one of only nine seats at her huge new Fitzroy digs for a weekend pastry degustation.
The tiny Elwood bakery she ran with her brother, Cameron, became as famous for its 100-deep queue as for its buttery, flaky pastries, which some say are Melbourne's finest. "People made friends in the queue," says Reid.
Fitzroy's Lune Lab degustation is an attempt to recapture Lune's particular brand of FOMO.
Booking and stumping up $50 online, customers can arrive at a more civilised 8.30am to watch Kate and brother Cameron at work in the climate-controlled glass box, dubbed The Cube, which has been dropped into the centre of the 400-square metre former warehouse.
They'll receive the first croissants pulled from the oven, followed by an experimental savoury and a sweet pastry, and all the Small Batch coffee or Mork hot chocolate they can manage. And they can order more croissants to take home.
Boundary-pushing savoury pastries might mean danishes filled with duck confit, or carbonara escargots with guanciale (cured pork jowl), parmesan, pecorino and black pepper. And sweet? Perhaps a banoffee-inspired cruffin (croissant-muffin hybrid).
Aside from The Cube, the industrial space includes a preparation kitchen, a baking and packing room and retail counter. Plus a cafe? Nup. Although customers can order a coffee with their pastry, Lune won't offer table service or even tables – just benches and seats that double as tables.
The good news is that with the extra space, Reid hopes to step up production from 400 hand-made croissants a day to 700.
From October 31, Lune will open on Saturdays and Sundays from 8am until sold out, with plans to open on Fridays in the new year. The Lune Lab kicks off on November 7.
119 Rose Street, Fitzroy, lunecroissanterie.com