Immersed in the Immersery

The Melbourne Food and Wine Festival (MFWF) hit town during March and Southbank was the centerpiece, hosting the festival’s information hub, restaurant and bar, The Immersery.

The pop-up eatery and bar featured prominently over Queensbridge Square and attracted great crowds, helping guide people throughout the festival. It also gave them a sample of what to expect from all the events over the two weeks.

The Immersery was not the only Southbank location to feature in the festival with Southgate, South Wharf, NGV, the Langham Hotel, Crown and plenty of individual restaurants taking part in the festival.

MFWF CEO Natalie O’Brien said Southbank provided an ideal location for a focal point of the festival.

“We’ve estimated just under 70,000 interacted with the Immersery over the 17 days it was there. On the warm balmy nights there were often lines just to get in,” Ms O’Brien said.

“We were especially thrilled with the weather, meaning people could enjoy all of the outdoor activities. It was just fabulous autumn weather,” she added.

Ms O’Brien also pointed out that our location on the riverfront worked perfectly with the festival’s theme this year; water.

“We launched on February 27 and this year we were celebrating the theme of water so to be celebrating along the promenade fitted with us perfectly,” Ms O’Brien said.

“It was the biggest footprint we have had down at Southbank and the site enabled us to embrace the theme of water,” she added.

“We certainly had lots of feedback from people saying they wish it could stay or wish it could be here a lot longer.”