This December, Black Star Pastry embarks on its most significant month ever with the reveal of a brand refresh, two new additions to its line-up of legendary cakes, its first international store in Shanghai (opening next week) and the launch of a Melbourne flagship store at Chadstone Shopping Centre.
Now open, Melbourne’s newest store, created by architects March Studio, pays tribute to Chadstone’s standing as Australia’s fashion capital with a design concept celebrating one of high-end fashion’s enduring trends, logomania. A kiosk site with 360-degree frontage set among Chadstone’s luxury brands, this maximalist design aesthetic comes to life with a three-dimensional halo of jumbled letters that reveal elements of the brand as you circle the store exterior.
“Since we first brought Black Star Pastry to Melbourne, with a Carlton pop up in 2017, this city has embraced our cakes,” says Black Star Pastry’s General Manager, Josef Murray. “This Chadstone store brings our cake closer than ever to our fans and with over twenty-four million visitors to Chadstone each year, this promises to be Black Star Pastry’s busiest ever outpost.”
The store will serve the full range of Black Star Pastry’s iconic cakes and pastry, plus ST. ALi coffee. It will also serve as a cake collection point for pre-ordered celebration sized cakes; perfect for Christmas, Black Star Pastry’s cakes are available in sizes from four portions to four tiers serving over 100 people.
Black Star Pastry’s emerging base of Melbourne fans will also be the first in Australia to taste two new cakes, released to celebrate the Chadstone opening: Zen Cheesecake (a layered cheesecake that’s inspired by a zen Japanese rock garden) and Mango Yuzu Cake (a new summer favourite combining refreshing yuzu with creamy coconut, the sweetness of fresh mango and the fun mouthfeel of sago).
Black Star Pastry’s brand refresh will also break cover with the introduction of three new characters: Star (young boy), Black (hedgehog) and Dough (French bulldog). The characters are part of a series of commissioned illustrations created by renowned Japanese artist, Noritake – the heroes of a new, cross-cultural brand redesign that plays on the joyfulness of cake and its role in celebrating friendship.
Black Star Pastry is now open at Chadstone Shopping Centre and is located Ground level. Visit https://www.chadstone.com.au/stores/black-star-pastry for the exact location. Visit https://www.blackstarpastry.com/ for more information.
Images by Dan Preston