
Toby’s Estate is turning its Fitzroy café into a four-hour listening session this month, complete with vinyl, DJs and, of course, coffee.
Rose St Session runs from 10 am to 2 pm on Saturday, August 29, at the brand’s 35 Rose Street flagship, with Toby’s Estate teaming up with La Marzocco and Oh! Jean Records for a daytime takeover soundtracked entirely from the decks.
On the bill are DJ InokoMAX (aka Max Allison-Brock, owner of Melbourne institution Good Measure and the man behind the now-iconic Mont Blanc coffee) and Toby’s Estate resident DJ Nico Deoki. It’s less nightclub-at-10 am, more a genuinely good live soundtrack with even better coffee alongside it.
Oh! Jean Records will run a vinyl pop-up on-site, while La Marzocco joins Toby’s Estate behind the machines. Everything coming through the speakers is on Max and Nico.
It’s the latest move from Toby’s Estate to make its Fitzroy flagship a place people actually stick around in, rather than somewhere to grab a coffee and go. The venue, which opened in early 2025, sits right in the middle of Melbourne’s coffee heartland, a city where café culture has long stretched well beyond what’s in the cup.
That’s borne out in the numbers, too. Research commissioned by Toby’s Estate found one in ten Victorians has already been to a café rave, more than any other state in the country, and Victorians are also the nation’s most prolific café daters, with 41% having been on a café date compared with 35% nationally.
They’re ahead of the curve on coffee trends as well, more likely than anywhere else to have tried nitro coffee, Mont Blanc iced coffee and sparkling coffee tonics.
Rose St Session might not technically be a rave, but going by that data, Melbourne clearly isn’t opposed to the idea of a DJ with its coffee.
Rose St Session runs from 10 am to 2 pm on Saturday, August 29, at Toby’s Estate Fitzroy, 35 Rose St, Fitzroy VIC.
Source: Bestkept
Find more food and drink news on Crumb Wire.