There is a reason people queue up in interminable, protracted lines for Lune – and don’t be fooled, it is not solely the sumptuous croissant baked daily, but also the overall experience. Previously exclusive to Melbourne, the franchise has recently expanded with the arrival of dual Sydney bakehouses, specifically the flagship located in the contemporary retail precinct, Rosebery Engine Yards delivered by Goodman Group.
“When designing the customer experience, we asked ourselves: how can we create a moment that allows you to truly experience the essence of the Lune brand, in a way that feels uniquely tied to the Sydney context? The answer emerged as a singular entry experience — one that builds anticipation, excitement and a deep connection to the Rosebery site,” says Ana Ćalić McLean, Director of In Addition.
Indeed, emerging design studio In Addition took the reins to design the Sydney flagship store. From the inception of the project in 2024, the fastidious details contribute to a cohesive narrative, from the arched portal upon entry that references the Lune name to the brass timeline that customers cross. The vestibule is comprised of two circular ebonised walls – notably displaying the classic and experimental flavours on offer – that create a dramatic portal that guides customers into the vast interior, housed within a theatrical glass cube.
A Brutalist concrete counter anchors the space with its grounding presence, balanced by a coffee counter and the pastry display positioned at its rear, while banquette seating envelops the perimeter. For those on the go or simply looking for somewhat of a fluid customer experience, a sculptural standing bar conceived and cannibalised from the original columns and aged brass provides a place to stand.
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“At the core of this project was our desire to create a space that fosters connection and sparks curiosity. We wanted the Lune customers to feel a sense of discovery from the moment they arrived. Stepping across an inset timeline, visitors are invited on a journey that leads them through a carefully crafted portal into the heart of the venue. Inside, hidden moments of delight—our ‘Easter eggs’—await those curious enough to explore,” adds Ćalić McLean.
Reimagining the signature palette — concrete, smoked mirror and hyperdrive lighting — In Addition have introduced bespoke features unique to the location. The use of charcoal-lacquered steel juxtaposed with the natural streaking pattern that appears on each metal panel gives a layer of depth and tactility.
Referring to an array of precedents for inspiration, the studio looked to the celestial diagrams that explain why more falling stars appear after midnight and the motion of the Earth itself, which influenced key features such as the curved entry portal, the timeline and the bespoke brass leaner and stools — subtle nods to the word Lune.
In Addition
Photography
Cieran Murphy
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