Lune Croissanterie has brought its cult-status pastries to Pacific Fair Shopping Centre
Since opening a tiny bakery in Melbourne’s Elwood in 2012, Lune Croissanterie has inspired pre-dawn queues, interstate pilgrimages and one of Australia’s most devoted pastry followings. Now, after years of demand from Gold Coast fans, the cult bakery has officially opened its ninth store at Pacific Fair Shopping Centre, bringing its celebrated croissants, signature open kitchen and an exclusive opening pastry to the coast.
For Lune Croissanterie’s founder Kate Reid, the move to the Gold Coast felt inevitable.
“Over the years we have learnt that our interstate visitors can be very loud about wanting a Lune in their city,” says founder Kate Reid. “We were surprised by the level of demand coming from the Gold Coast.”
As the appetite for Lune in Queensland intensified, a Gold Coast expansion began to make more logistical sense. The brand already operates a large production facility in South Brisbane, which supplies both its Manning Street flagship and Burnett Lane store. Still, the brand’s expansion was never going to happen just anywhere. Pacific Fair had been in conversation with Lune for some time before Kate and co-founder Cam flew up to inspect what was on offer. What they found immediately stood apart.
“It was only ever going to work if we found the right space,” Kate says. “When we saw the site, we knew that was the one to bring Lune to life on the Goldie.”
The Pacific Fair bakery marks a new frontier for the brand – its first true shopping-centre environment – though Kate is quick to point out this is far from a standard mall tenancy. Designed by In Addition underneath an existing lily pad pavilion, the 112 sqm space is Lune’s most radical store yet. Lighter in palette and incorporating materiality new to the Lune aesthetic, it was designed to feel connected to its surroundings while remaining unmistakably Lune.
The signature Hyperdrive lighting installation – a nod to Kate’s past as an F1 aerodynamicist – anchors the space above, while a scattering of outdoor tables extends the experience beyond the counter. The signature design element is a custom mosaic depicting a skeleton holding a croissant in one hand and a coffee in the other, commissioned by Kate as a reminder to enjoy life’s simple pleasures.
The space has also been designed to showcase the craft behind every pastry. Guests can peer through the viewing window to watch Lune’s twice-baked pastries being assembled and finished in-store – a level of transparency that has long been central to the brand.
“In this digital age, I think we want to be connecting with something that is human and authentic,” she says. “Because we’re transparent with the process, people can see that it’s being made by people. You can sit up at the bar and watch the chefs for hours – there’s an art and a craft and a science and a precision to it. And it’s actually beautiful to watch.”
As always, the croissants remain the main event. Every Lune pastry takes three days to make before disappearing in a matter of minutes, with the bakery baking continuously throughout the day so guests can enjoy each croissant at its freshest. The full range of classics will be available from opening day, including the traditional croissant, pain au chocolat, almond croissant, lemon-curd cruffin and ham-and-gruyere croissant, alongside the bakery’s rotating monthly specials.
To celebrate its Gold Coast debut, Lune has also created an exclusive Banana Sundae pastry, available from Saturday July 18 until Wednesday August 5. Described by Kate as “a nostalgic, fun celebration of warmer weather and childhood”, the limited-edition creation features a twice-baked pain au chocolat filled with banana frangipane, banoffee mousseline and chocolate waffle-cone crunch, finished with banana cream, toasted almonds and a cherry on top.
Lune Croissanterie is now open.
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