The Cellar, Dan Murphy’s Martin Place

The Cellar by Dan Murphy’s opens on the site of the former Lindt Cafe.

Dan Murphy’s Managing Director for Endeavor Group, Agnieszka Pfeiffer-Smith said the team had been in close contact with the families since Dan Murphy’s began looking at the site in 2021.

“We began talks with both victims’ families long before making a final decision to proceed with the development of this store,” she said.

“We would have not proceeded without the approval of the victims’ families and have taken every step to respect those directly impacted.”

Café manager Tori Johnson, 34, and barrister Katrina Dawson, 38, were among 18 hostages on December 16, 2014.

Dan Murphy’s new premium concept store, Martin Place Cellar, has opened on the site of the former Lindt Cafe in Sydney’s Martin Place, almost a decade after the deadly 2014 siege.

The Dan Murphy’s team had been in close contact with the families of 2014 siege victims Katrina Dawson and Tori Johnson and worked with them on the development of a memorial in-store. A permanent floral tribute is located on the central tasting table and the store will maintain the original plaques as a tribute to the siege victims Katrina Dawson and Tori Johnson.

The upmarket store features a spacious layout and heritage-inspired interior design in harmony with the premium range of wines, bespoke spirits and curated beers on offer.

The store was designed to appeal to a growing residential population and corporate clientele. The cellar is unlike any other Dan Murphy’s store, providing a destination for wine lovers and spirit aficionados with a full range of high-quality wines, bespoke spirits and curated beers.

The Martin Place cellar features a temperature-controlled environment showcasing carefully chosen rare, back-vintage and hard-to-source Australian and international wines and spirits, as well as on-demand tastings and events.

The site is heritage listed which informed the design and aesthetics to fit in with the existing rather than change it. The renovation maintains the legacy of the heritage building by keeping the pre-existing fixtures and lighting. The ornate marble columns have been preserved, and the internal layout and colour scheme retained.

Taking on the concept design from Twelve Architects, i2C worked closely with Dan Murphy’s and the consultant team to develop a comprehensive set of construction documentation, expediting lead times.

i2C Team: Craig Yeaman, Brett Lindner

Client: Dan Murphy’s, Endeavour Group

Builder: MPA

Location: Martin Place, NSW