James Thorpe’s Odd Culture Group is primed to launch its first Victorian venue, on Melbourne’s legendary Brunswick Street, in Fitzroy.
Odd Culture Group (OCG) is known for venues with a strong focus on inclusive and diverse brands, and the pleasure of good food, drink and experiences. The Group employs a ‘concept-first’ philosophy based in creating spaces that embody the principles of genuine hospitality, are “welcoming and thoughtful” and represent community, with no pokies.
OCG has experienced significant growth over the last three years, expanding the portfolio to include Odd Culture Newtown, Odd Culture Bottle Shop, The Duke of Enmore, The Old Fitzroy Hotel and The Oxford Tavern.
Thorpe views Fitzroy as the Newtown of Melbourne and the “spiritual home” of Odd Culture. The original Newtown concept born of a trip to the grand old breweries of Belgium, but also inspired by Melbourne’s small bar scene.
Seeing a venture to Melbourne as a natural progression, OCG is opening a unique iteration of Odd Culture Newtown, located in the heritage-listed former Fitzroy Post Office.
“We’re excited to meet our neighbours and those we’ll be working alongside to hopefully add our little take on creating great experiences with food and beverage; something Melbourne is already known to do so well,” says James Thorpe, CEO.
“I think there’s a place for our perspective – a bit of strangeness is usually welcomed, and diverse perspectives are what allow our industry to be so central to the lives of people.”
Odd Culture in Newtown has established its reputation as a watering hole “for the weird and wonderful” and OCG saw opportunity to take the award-winning concept south.
A hybrid model proved difficult in New South Wales, but a greater level of flexibility in Melbourne is allowing for the bar and bottleshop together.
The Fitzroy iteration is to be steered by GM and hospitality stalwart Gerry Nass, who previously owned and operated iconic pubs The Beresford in Sydney and the Robbie Burns Hotel in Collingwood.
“We have chosen to open up shop on Brunswick Street because of how much we love the area; its live music scene, the street art, the retail, and its culinary scene and nightlife,” says Nass.
Slated for opening in May, Odd Culture Melbourne will be an exploration of fermentation, with an extensive offering of natural wine and wild ale, and a seasonal cocktail program of local ingredients and rolling ferments.
It will be a visual and immersive experience, where the team will literally walk guests through the offerings of beer and wine, before they retire to one of the comfortable banquets or in the Fitzroy lane beer garden, or take their prize home to enjoy.
Rather than a strong dining element, the venue will have a small kitchen that focuses on a bar menu and Newtown’s most popular dishes, using high quality local and imported ingredients. The foodservice will be led by executive chef James MacDonald, formerly of Meatsmith Specialty Butcher.
Nass believes the new OCG will be at home in Fitzroy, and make another great stop on the precinct’s ‘crawl’ bucket list.
“It’s a small suburb but with a wide variety of local residents, and we can’t wait to welcome everyone in.”
