His iconic commercials have accompanied Victoria for decades, and in the 1990s, his voice carried through the homes of every Melburnian.
Although his story has been in the public eye for a long time, Franco Cozzo still holds a special place in the hearts of many; his furniture shop in Footscray has become somewhat of an icon for the state.
That is why the recent announcement that the Moon Dog craft brewing company has plans to turn the building into a multi-storey brewery, has certainly not been met by Melbourne residents with indifference.
According to plans already signed off on by Maribyrnong City Council, the company proposes to transform the 'Franco Cozzo' building into a sprawling pub with live music, a terrace bar, a playground and a total capacity of 900.
Purchased in 1970 for $80,000, before being sold to the Pelligra Group for seven million in 2018, the showroom on Hopkins Street has always been a flagship for the Cozzo family.
After an initial proposal from the new owners, who intended to develop flats and an office space ― the height of the buildings made the plans “impractical”, as stated by President Ross Pelligra.
However four months ago, Moon Dog's unexpected proposal for the brewery was seen as the “perfect fit”. The 'furniture king' will therefore operate, exclusively, from his shop in Brunswick from the end of this month.
Meanwhile, the Maribyrnong City Council has released a document outlining plans to convert the Cozzo building, preserving its incomparable style, installing a baroque fountain, and retaining the iconic signage and side mural.
Despite the fact that for many residents the area already boasts many services, health care facilities and centres for young children ― the Footscray Hospital building, the Angliss Children's Centre, a car park on Moore Street and a liquor shop on Barkly Street ― many have launched a campaign to prevent Franco Cozzo's showroom from being turned into a brewery, as it would exacerbate parking, traffic and noise pollution problems.
It was Sophie Vassallo, who lives two hundred metres from the shop, who started the community petition; for the resident, it is mainly the lack of provision for a new car park that causes concern; the new influx of customers could cause traffic congestion along Hopkins Street, a major artery in the suburb that is already heavily trafficked.
Sophie Vassallo, who campaigned against the conversion of the building into a brewery.
"In the last six years, since I moved to Footscray, hundreds of flats have been built, and no parking," said Vassallo.
"Ours is already a very busy residential area on weekends. The impact of such a large brewery will be obvious and, unfortunately, the benefits will not outweigh the negatives,” she said.
Also of concern to the group of residents campaigning against the conversion of the building is noise from the brewery, which will be open seven days a week and plans to close at one o'clock in the morning.
“Noise pollution will definitely damage our residential area,” Vassallo added.
“I will also be concerned about the sale of alcohol. The proximity of a park, just a few hundred metres away, will encourage many people to consume alcoholic beverages outside as well.”
The proposal from part of the community is therefore to build a medical centre, a nursery or new infrastructure.
In the meantime, the owners of Moon Dog met with the community on December 12 to gather opinions and views, while the Maribyrnong Municipality stated that it will “undertake a full review of the planning scheme, taking into consideration any application received.”
