Food

March 5 2010

Didn’t think you’d ever end up window shopping for beef tenderloin? Get ready for a rethink, especially if you are on Queen Street in Woollahra, Sydney.


 
In the well-established suburb, tree-lined streets offer a perfect enclave for cafes and boutiques, and for that most unlikely of things, a supremely cool butcher shop. Victor Churchill is the first, and so far the only, butcher shop established by Vic and Anthony Puharich, the father and son duo behind Vic’s Premium Quality Meat, the leading meat supplier to some of the finest restaurants in Australia, China and Singapore.


 
A butcher shop -- Churchill’s Butchery -has operated in the space since 1876, so it was an appropriate location for what the Puharichs envisioned as a European-inspired designer shop of meaty delights.
 
To realize their vision, they engaged Sydney-based Dreamtime Australia Design whose many restaurant, bar and resort projects around the world combine traditional and modern elements in a deliciously layered and multi-textured way. This was Dreamtime’s first retail project but too juicy to pass, says Dreamtime director, Michael McCann


 
The store boasts so many unique, custom-designed and exclusive features that the only way to absorb it all is a real-life visit. The features provoke, intrigue and amuse the customer – starting with the façade with its double-glazed, refrigerated vitrine for viewing the ever-changing array of hanging meat and poultry, plus selections displayed on custom-made copper and glass shelving.

Inside, butchers work at timber butcher’s blocks on a “stage” behind floor-to-ceiling glass while specialty cuts of meat and carcasses, hung from a custom-designed cog gear and metal chain rack, slowly pass by. The backdrop for all this is a Himalayan rock salt brick wall that infuses the hanging meat with flavor and sterilizes the air. In a humorous nod to a recent Louis Vuitton window display, multiple video cameras are trained onto the daily special inside a glass dome on a pedestal.

Victor Churchill is definitely on the leading edge of redefining the meat shop category. (See also their iPhone application) We are seeing this happening slowly in other food, restaurant and grocery categories as our McDonald's -McFancy.. We are all for a future without a single sprig of plastic parsley!- Tuija Seipell.

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