Sunday, 7 March 2010

Unique store a butchers!

I'm not much of a meat eater.  I don't like the taste, the fattyness (not in terms of my own diet in terms of the chewy-factor) and I definitely don't like the smell or even the look of meat.  Basically I only eat chicken and only because if I eliminated this I'd have very little left to eat.  I'm picky.  Extremely.

Needless to say, I was amazed when The Cool Hunter highlighted a Sydney based butchers that actually makes meat look worth my time.  Victor Churchill's store utilises rich timber walls, marble flooring, refrigerated glass fronted copper cabinets and a ‘chook cam’ wall (a nod to the recent 2008 Fall Louis Vuitton window display, with multiple video cameras trained onto our daily special within a glass domed display pedestal).

Theatrically Victor Churchill's butchers slice and carve at timber block 'stages' and behind the glass fronted cooler where cuts of meat rotate for viewing purposes.  Of course, "the backdrop for all this is a Himalayan rock salt brick wall that infuses the hanging meat with flavor and sterilizes the air."  The designers (Dreamtime Australia Design) have thought everything through visually and practically...a far cry from the butchers in my village, from which the stench of meat permeates through the sliced plastic door curtain.  Nothing is hidden but nothing puts me off either.  This is reinventing the expected and it's what more brands should be doing!

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