27 February 2025
Macpherson Robertson’s chocolate business, known by his nickname MacRobertson’s, started in Argyle Street Fitzroy in 1880, and by WW1 he had built a number of large factory and distribution warehouses in the area, mainly north of Johnston. The biggest one on the corner of Rose & Gore carried this huge neon sign facing Smith Street, and was built in 1916. All of his factories (except this one) were painted white, and his empire was known as White City. Most remain but only one is still white, built c1910 on the corner of Kerr & George. I think most were converted into very high ceiling flats, rather than just keeping the facades – the 1916 one has an atrium with concrete beans exposed, while the 1910 one has retained timber structure. MacRobertsons most famous products, and still going, are Cherry Ripe (1924), Freddo Frogs (1930), and Old Gold (?1916). Old pics @fitzroyhistorysociety plus @library_vic, pics 3,6 mine from 2016, interiors real estate ads.
Storey of Melbourne 