Melbourne will be treated to a delicious taste of Ballarat throughout April as an everyday Little Collins Street shopfront is transformed into a creative hub.
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Visit Ballarat launched the Made of Ballarat Pop-Up Shop on Thursday night.
It is the second phase of the region's new artisan-focused destination campaign that is intended to entice more Melburnians to visit Ballarat.
The shop will feature an eclectic collection of products that reflect Ballarat's heritage past and the makers and artists of today, including products from shoe-maker Wootten, woodsmith Paul Ryle, knife maker Adam Parker, winemaker Owen Latta, and artists Pitcha Makin Fellas.
Watch the Made of Ballarat teaser video below.
Visit Ballarat chief executive Noel Dempsey said the store was part of the Made of Ballarat campaign's long-term journey to change perceptions away from 'old cold' Ballarat.
"This is a fresh new approach for Ballarat," he said.
"If people like what they see and like what they buy, they will want to get to Ballarat to see what it has to offer.
"We are hoping this will be reflected in May with the Plate Up Ballarat event, the Heritage Weekend and the Winter Festival. We will use this store as a call to action to get people to visit in the coming months."
Visit Ballarat has received funding support from Visit Victoria and the state government to operate the pop-up shop.
Mr Dempsey said the Visit Victoria 'loved' the Made of Ballarat campaign for its 'point of difference' and ability to showcase Ballarat as more than a heritage city.
He said Visit Ballarat was considering the potential for a permanent Made of Ballarat shop in Ballarat, but encouraged residents to visit the Melbourne pop-up shop during its limited four-week opening with the opportunity to attend masterclasses and meet the maker sessions.
The Made of Ballarat Pop-Up Shop will open daily from 10am to 6pm at Shop 4, 218-242 Little Collins Street in Melbourne and is staffed by Ballarat residents.
For more information and workshop details, visit madeofballarat.com.au/pop-up-shop/.