Dan Murphy’s Martin Place Cellar opens on site of former Lindt Cafe

July 27, 2023
By Rachel White
A permanent floral tribute to siege victims Katrina Dawson and Tori Johnson features a subtle design that “lends itself to reflection”.

Dan Murphy’s new premium concept store, Martin Place Cellar, today opened on the site of the former Lindt Cafe in Sydney’s Martin Place, almost a decade after the deadly 2014 siege.

The upmarket store will feature a spacious layout and heritage-inspired interior design in harmony with the premium range of wines, bespoke spirits and curated beers on offer.

Agi Pfeiffer-Smith, Managing Director of Dan Murphy’s said the team had been in close contact with the families of 2014 siege victims Katrina Dawson and Tori Johnson.

“We began talks with both victims’ families long before making a final decision to proceed with the development of this store.

“We would have not proceeded without the approval of the victims’ families and have taken every step to respect those directly impacted,” she said.

The store will keep a permanent floral tribute to the pair on the central tasting table, a subtle design a statement from Dan Murphy’s said “lends itself to reflection.”

Angus Dawson, the brother of Katrina Dawson, said: “Over the past few years, Endeavour Group and Dan Murphy’s have consulted our family on the plans for 53 Martin Place, and we wish them the best for the new store.

Dan Murphy’s MD said the sympathetic renovation maintains the legacy of the heritage building and leans into the pre-existing features.

“We have also worked with Endeavour on the development of a memorial in-store, and we are comfortable with the final designs,” he said.

Designed to appeal to a growing residential population and corporate clientele, the cellar will be unlike any other Dan Murphy’s store, said Pfeiffer-Smith, who hopes it will become a sought-out destination store for wine lovers and spirit aficionados.

“The Cellar will meet the needs of those who appreciate the art of winemaking and the craftsmanship behind exceptional spirits,” she said. “It will speak to our vision of providing carefully chosen products that are exceptional in quality and in some instances, extremely rare and hard to find.”

Featuring a temperature-controlled environment showcasing rare, back-vintage and hard-to-source Australian and international wines, Martin Place Cellar will also predominantly feature Scotch Whisky, North American Whisky and rare tequilas, including the 700ml Platinum Jubilee with a value of $50,000 and the 750ml Patron La Lique valued at $11,000.

Given the heritage listing of the site, the cellar has been designed to fit in with the existing aesthetics rather than change it, said Pfeiffer-Smith.

“We have maintained the legacy of the building through our internal design, fixtures and lighting,” she said. “The ornate marble columns have been preserved, and our internal layout and colour scheme will lean into the pre-existing features.”

The store will open Monday and Tuesday from 10 am until 7 pm, Wednesday to Saturday from 10 am until 8 pm, and Sunday from 11 am until 7 pm.

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