Museum held an intimate party at Infinity Bakery in Paddington to celebrate the launch of Issue 5.
While researching the NOSES issue, we happened upon some compelling research concerning bread, one of civilisation’s oldest artificial staple foods. When freshly baked, the aroma-compound emitted—malty, cracker-like—is so wholly intoxicating, it’s frequently ranked as one of the best smells to the human nose. In 2012, researchers at the University of Southern Brittany in France published a paper in the Journal of Social Psychology that drew a causal link between catching a whiff of sweet, just-baked bread and acting more kindly toward strangers in need.
Bread, smells, magazines and altruism. There are few places these things can coexist, making Infinity Bakery in Paddington—with its concrete floors and ornate ceilings—the only place Museum could launch its fifth issue. On Tuesday evening, an intimate crowd of contributors and friends gathered at the 178 Oxford Street address to sniff the new edition, sound-tracked by a set from Pelvis. They toasted champagne courtesy of Pernod Ricard’s G.H. Mumm, wines from Stoneleigh, beer from local brewer Sample, as well as Sanpellegrino Sparkling Fruit Beverages, S.Pellegrino sparkling water and Acqua Panna.
Bakers rolled and cooked dough for the next day—visible throughout the evening through glass walls—as well as fresh wares for our festivities. On the menu: a custom white sourdough made just for the night, crafted from Sample beer and sustainable, stone-milled flour. It was served with Infinity’s own house-churned cultured butter, using Country Valley cream from Picton. Alongside it was a crispy, predominantly wholemeal rye cracker, made from a blend of three other stone-ground organic flours and milled toasted fennel seeds, topped with whole fennel seeds, nigella seeds, dried rosemary and Murray River inland salt.
When the evening wrapped, guests left holding copies of the new issue under their arms or stashed in bags. A few opted for the only thing better than one cover: all three.