New cuisine market good enough to eat

Foodies have a new place to lose themselves in -
a produce market with everything you could dream of, writes JESSICA WALL.

The word "market" conjures up images of an abundance of full-to-the-brim fruit stalls, flowers, bright colours and the hustle and bustle of people. But, when you first enter the Cuisine Market just back from Auckland's waterfront, the feeling is much more formal.

Despite all its traditional possibilities - near the water, back from a main arterial route, housed in the big old Turners and Growers building and site of the city's former flower and vegetable-selling operation - the stylised minimalist interior is almost the opposite of the bohemian clutter I was expecting.

From the minute we walk in those big open doors and upstairs, it is clear that the 2700 sq m Cuisine Market is not even vaguely related to the markets of Avondale, Otara or Takapuna. Instead it has a 21st-century twist. The vision for this market is quality, originality and the finest of Auckland cuisine - and under one roof.

Set up by Tim Lichtenstein, founder of former retail store Design Design, and Andrew Seccombe, who started Ski Yer Heart Out in Parnell, the Cuisine Market is based on the philosophy that this is where you come to find the best and most exotic foodstuffs Auckland has to offer.

The inspiration unashamedly came from Melbourne's Victoria Market, with its 110-year reputation for brilliant fresh food, poultry, flowers and food-related products, which draws more than 50,000 people each day.

Traditionally, markets have been located near the water. This, of course, was to ensure fresh fish and produce were constantly available.

For this market, however, the location is more to do with foot traffic from the Viaduct Basin, apartment buildings springing up in Beaumont and Customs Sts and cars whizzing home over the harbour bridge than its proximity to the port.

The Turners and Growers building was begging for development and was a sitter for this kind of market. The space is large and, even though it is partitioned off to accommodate individual stores, the atmosphere is still light and airy. This is due in part to a very conscious design and layout decision. All the stores housed under this roof must follow strict architectural guidelines. All signage must meet a size requirement and fill its allocated space with a pre-approved design.

Not only does this keep the market stylishly aesthetic, but it also maintains an image you would expect from the stores involved.

Already landmark boutique stores that made their names in Ponsonby and Parnell Rds are claiming a niche on the waterfront. Rocket Kitchen opens on October 2, Atomic Coffee Roasters and Pandoro are already there.

However, don't expect to sit for long and sample the tasty treats - this is no food alley, but a shoppers' market where you buy fresh produce, then take it away to cook and consume. Those driven to hunger by the mouthwatering items on offer can try the market's adjoining Europa restaurant, a Latin-American-inspired establishment that opened last Sunday.

Also joining the fold are start-up businesses such as Urban Gourmet, which offers some of the most interesting pre-prepared meals in town, and Spice Wise, the first specialist Indian spice shop in the city.

Spice Wise is an aromatic introduction to everything you need for Indian cuisine. Although the choice is bewildering the owners are so passionate about their products you cannot help but be inspired yourself. And for the truly confused - or just fascinated - they are planning cooking demos. For me at least, the opportunity to learn from them, one-on-one or in a group, is hard to pass up.

Altogether there are around a dozen fruit, vegetable and flower stalls, plus specialist wine and an expert deli-cut butcher already installed. And, as Lichenstein says, this is only the beginning.

"There's been overwhelming support from people who have already discovered the market," he says. "People can see the potential, they know this is going to be fantastic."

Within the next few months a variety of new shops will appear, to take the total up to 30. They will include an organic butchery, game meat specialist, cheese store, fishmonger and a fresh pasta shop.

There is a lot to look forward to in this welcome newcomer on Auckland's waterfront. If it lives up to its promise it will redefine the way Aucklanders think about grocery shopping.

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What: The Cuisine Market

Where: 106 Customs St West

Parking: Plenty of pay and display space, plus a parking building alongside (entrance off Sturdee St)

Open: 9 am-6 pm Monday to Saturday, 10 am-4 pm Sunday