The new Sydney Fish Market officially opened its doors to its first customers this morning. To celebrate the highly anticipated opening B&T sat down with Sydney Fish Market’s CMO Lauren Drummond.
To help create noise about the new and improved Fish Market, a launch campaign ‘All Under One Roof’ is currently live on the website and across social platforms.
“The All Under One Roof campaign brings to life the unique offering of our new home. There is nowhere else in the world where a fully operational wholesale fish market, retail, dining, education and public space all come together in a building this beautiful. It is far more than a place to buy your seafood, it is a destination where people can shop, dine, learn, or simply spend time with friends and family. From fish and chips to fine dining, there is something for all tastes and budgets,” Drummond told B&T.
“We have launched with an integrated campaign, including a new website, earned media and social activity, including influencer engagement, taking place. A ribbon cutting ceremony took place this morning, with tours and classes at the new Sydney Seafood School starting immediately. We are gearing up for further programming to celebrate opening in line with Lunar New Year, and are excited to welcome visitors from across Australia and the world to our beautiful new site”.
Speaking about positioning the new Sydney Fish Market in the shadows of the previous, beloved one, Drummond said it was important to showcase the market’s heritage and existing tenants as well as celebrating new retailers and innovative building design.
“Sydney Fish Market is such an iconic part of Sydney and Australia’s history, having first opened in 1872. It is a privilege to be able to launch this next chapter, just next door to the previous site. As the biggest fish market in the South Hemisphere, we are preparing for visitors to double to over six million annually and are focused on showcasing our proud heritage and existing tenants as well as celebrating our new retailers and innovative building design”.
The market isn’t set to launch its own retail media network yet, but it is exploring opportunities to leverage digital media throughout the site, Drummond shared.
Sydney’s newest waterfront destination, on Blackwattle Bay, will feature a mix of fresh produce, dining and retail, celebrating Australian seafood and global cuisines. It offers a mix of retail and dining, from much-loved favourites to new names including Luke Nguyen’s flagship Southeast Asian restaurant, and Australian-first olive oil concept store, and more.
Immersive experiences include behind-the-scenes tours, masterclasses at Sydney Seafood School, and cultural storytelling that celebrates First Nations fishing traditions.
“We’ve waited decades for this new market, and taking this time means we can open with a bang. A January opening gives tenants the time to finish fit outs this year, and then train staff and prepare operationally, so that they are ready to deliver an incredible experience from day one,” Sydney Fish Market CEO Daniel Jarosch said.
“It’s the end of an era and the beginning of something extraordinary. “We will celebrate one final Christmas in our current home, before we open the doors to Sydney’s newest waterfront icon. “It will also mean a smooth experience for Sydneysiders as they buy their seafood for Christmas. It is an important tradition amongst many families, and we want to guarantee their access to seafood,” he added.
“For decades, Sydney Fish Market has held a special place in the hearts of Sydneysiders and visitors alike – a place where people come not just to buy the freshest seafood, but to enjoy the unique blend of culture and heritage.
“With the new Sydney Fish Market, we honour that legacy while looking firmly to the future. The vision is simple: to create a destination people will return to again and again, not just to buy seafood, but to experience it. This is a place where you can take a behind-the-scenes tour, discover the origins of your meal, and explore the cultures that celebrate seafood across the globe. It’s about education, enjoyment, and creating a real sense of connection to the produce, the people, and the place,” Jarosch said.
The new Sydney Fish Market will feature more than 40 retailers bringing together a mix of international flavours, local favourites, and unique shopping experiences, all under one roof.
Highlights include:
- International Cuisine & Desserts
- The Japanese Collective – ramen, donburi, seafood BBQ and a sake bar
- Tam Jiak by Ho Jiak – Junda Khoo’s award-winning, hatted Malaysian restaurant
- Tin Tin Harbour – classic yum cha and quality live seafood
- Cow & The Moon – family run, artisan gelateria voted world’s best gelato
- Sergios – high teas, cakes and pastries
- Specialty Restaurants & Retailers
- Hamsi – Turkish charcoal dishes and mezze bar by chef Somer Sivrioglu and the Efendy Group
- Mani – Modern Asian fusion
- Luneburger – Sydney’s most awarded authentic German bakery
- Le Dea Pizza – Italian slices and pastas, headed by chef Gino Spaziani
- Lua – Luke Nguyen’s flagship southeast Asian restaurant
- Olivetta – Sydney’s first specialty Olive Oil concept store
- Casual Dining
- Touch_wood – Inner west favourite Dirty Red delivering a premium waterfront café by day, bistro and bar by night
- TJ’s Po Boys by Trippas White Group – Southern US-inspired lobster rolls, burgers and craft beers
- Nanjing Dumplings – traditional and specialty dumplings
- Celebrating Market Heritage with Reimagined Original Retailers
- Nicholas Seafood & Peter’s Fish Market– enhanced Takoyaki and Aburi bars plus cooked-to-order seafood
- GetFish and GetSashimi – fresh seafood, a sushi train and speciality concept
- Japanese diner outposts Sushi Oe and Restaurant 16
Much loved market favourites including Boatshed Cafe, Claudio’s Seafood, Christies Seafood, Fish Market Cafe, Fruit Ezy, Blackwattle Deli and Musumeci Seafood.
DEC PR is the PR partner for the Sydney Fish Market.
