“the world’s best croissant”
Lune is an institution dedicated solely to the creation of the humble croissant. It is also, despite its relatively young age, an iconic presence in the Melbourne culinary landscape. Lune exercises its passion with the recognition that each croissant is considerably more than the mere sum of its ingredients. Rather, the pastry that began its evolution as the Austrian kipfel is a precise balance between science and craft, requiring patience and time and the result of experimentation, refinement and genuinely arduous physical work. Lune is a unique establishment whose very presence is intended to inspire a commitment to precision in each and every exquisite detail during every step of the croissant-making process. It is not, however, a mere shop nor a factory but is a celebration of the creation, the complexity and the ultimate enjoyment of a croissant. “We strive for nothing less than excellence” is Lune’s motto, and excellence is what the company inarguably delivers.
Lune was founded in June 2012 by former Formula One aerodynamicist and patissière Kate Reid, who currently serves as the outfit’s primary director. Joining Reid on the board of directors are brother Cameron Reid, a member of the team since December 2013 and a lifetime industry professional and hospitality entrepreneur, and Nathan Toleman, a leading Melbourne café entrepreneur who entered the fold in September 2014. Keep in mind that this is the team responsible for creating and marketing a product that resulted in queues around the block, overwhelming daily requests from wholesalers and even The New York Times’ 2016 inquiry as to whether Reid had created “the world’s best croissant”. The city, and the country as a whole, had never previously experienced a croissant like that which Lune was so excitingly providing. Needless to say, this is major league success! Lune’s current locations include Rose Street, Fitzroy; Collins Street, CBD; and Manning Street, South Brisbane. Not surprisingly, further expansion is imminent, with an additional Brisbane location and an inaugural Sydney depot slated for the near future. Currently here at home, the Melbourne stores are overwhelmed with orders. They are selling out early and requiring the team to temporarily reduce its specials menu in order to ensure it can bake sufficient quantities of the classic range. In other words, the Lune train continues to gain greater and greater momentum.
As such, Reid has recently announced a further local expansion south of the Yarra, due to open in late July. “Friends south of the river, we know you’ve been dark on us ever since we packed up shop, crossed the Yarra and moved to Fitzroy,” she stated on a recent Instagram post. “10 years ago, I commenced a lease on a tiny shop in Elwood, destined to be the home for a crazy, little croissant business I’d dreamt up. I’d call it Lune. 10 years goes by in a heartbeat.” Now, 10 years after signing the lease to Lune’s first outpost, Reid will be gracing the eastern suburbs with her presence. “How about if we told you we were coming back? VERY SOON. Before the winter is out, the leafy streets of Armadale will have a buttery breeze care of Lune!” The patissière-cum-scientist claims the first inspection of the site ensured that Armadale was high-end croissant ready. “It was an absolutely amazing prospect – not only the location but particularly the development. It was incredibly high quality, and it already had finishes planned in the Lune look and feel.” Some things are simply meant to be. This migration is one of those things. “It made total sense that a Lune should belong there,” exults Reid. 835 High Street is the place you will want to be. In the meantime, take this opportunity to practice patience.