Liquor retailer Dan Murphy's is celebrating it's namesake with a pop-up dining experience at the Melbourne Food & Wine Festival (MFWF).

'Dan's Diner' is positioned as a tribute to Daniel Francis Murphy's history and Victoria's culinary scene, and will operate as a full-service restaurant and bar, offering a diverse menu curated by chefs named Dan for 10 days over the MFWF

Dan Murphy’s Head of Brand and Experience Maija Bell said: “As a longstanding partner of MFWF, we’re excited to elevate our involvement as a major sponsor for the very first time - and to bring festival-goers a totally unique Dan Murphy’s experience, showcasing Victoria’s finest wine, beer and spirits alongside gourmet delights from some of Victoria’s best chefs,” she said.

The partnership and activation will be supported by a paid media campaign including targeted out-of-home placements in close proximity to food hotspots as well as social and owned channel support. The campaign was led by The Big Group and It's All G PR.

Bell said the activation was an opportunity to show inner city, premium wine drinkers a side of Dan Murphy's history they may not be aware of, and reinforce its position as an authority in food and drinks culture.

“Opposite one of the busiest suburban railway stations in the southern hemisphere, this part of Melbourne’s CBD can see over 100,000 commuters a day, and we know Dan Murphy’s is the go-to for unbeatable range and value when buying drinks, so putting this spin on the Dan’s story is something we’re incredibly excited to see visitors and customers (both old and new) engage with," said Bell.

The chefs chosen to curate the menu are Victorian chefs Dan Hunter (Brae), Daniel Puskas (Sixpenny) and Daniel Wilson (Yakimono).

The pop-up is the largest bespoke activation to run at Federation Square to date, with the capacity to seat 90 guests. The diner will be open daily from 12-8pm from Friday 15 March until Sunday 25 March, except for ticketed events on 18, 19 and 20 March when the Diner will close at 5pm.