TROVE has been around the block a few
times, trawling through an inexhaustible number of bars, cafes, restaurants,
venues and freelance services in Melbourne. After aeons spent ferociously
hitting on bartenders, devouring plates and devising elaborate ploys to kidnap
local baristas, TROVE has discerned the bad from the good on the lifestyle
frontline.
Now, TROVE is sieving through its
gastronomy savoir-faire to deliver you a roundup of Melbourne’s movers and
shakers, striking up conversation with those at the helm of these ventures.
They’re the people saying ‘f*ck it’ to the status quo across a wild gamut of
industries (one antipasto platter, craft cocktail or cheese toastie at a time).
TROVE is set to chronicle La Nouvelle
Vague of hospo casanovas that our city has bred to reject conventional biz
norms. Put simply, they’re doing sh*t differently - bidding farewell to trade
mundanities, embracing quippy marketing tactics, propelling rogue visual
content, rejecting the burgeoning temptation of ‘selling out’ on socials, creating
community initiatives and retreating to codes of congeniality. Because, in all
honestly, who the heck wants a unicorn-derived, convertible-speed, fluorescent
green bowl of ‘idk’ on their plate for $500 and nothing but a subpar
VSCO-filtered snap to show for it?
In a (at times) tres exclusif, influencer-focused era, it’s becoming increasingly difficult to distinguish what is ‘tasty af’ and what is ‘fun to eat for free if you have a following of 180k+ online’. Let’s go back to the future, with the basics held firmly in sight. Stay tuned, Part 1 is hotter than a fresh block of Mersey Valley cheese.
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