This is not a Loaf Shop
There's a shop space in Cuba St (between Ghuznee & Vivian) that seems to have hosted a very Cubaesque variety of temporary uses (gallery, sale shop, anarcho-feminist centre) for years, without any signs of long-term tenancy. Then it appeared that a more permanent fit-out was underway, with counters, shelves and new signage. It looked like Cuba St was getting an upmarket artisan bakery, complete with the painfully punning name "Labour of Loaf".
But something wasn't quite right. A hole in the front window; strange lights late at night; loaves of bread that remained unnaturally fresh and glistening for days on end. Rumours abounded, and now this sign confirms it:
As Sybille pointed out, this is a set for the TV series Insiders Guide to Love, a prequel to the impressively weird though grammatically sloppy Insiders Guide to Happiness. Looks like we're not the first ones to be fooled!
Anyway, those worried about gentrification can rest a little easier. On the other hand, it might have been nice to have somewhere local to grab some fresh rye or bagels.