04 Aug 2024
MECCA, Australia’s leading beauty retailer takes experiential shopping to new heights with its new- generation store in Melbourne Central Shopping Centre. Located on Little Lonsdale St, the busiest entry to the centre, MECCA is forecasted to bring in over 25,000 weekly visitors in its first year, becoming a trend-led beauty hub for customers shopping in the CBD.
Opening on August 3, MECCA Melbourne Central will span an impressive 770sqm, almost double the size of its predecessor, for customers to explore over 140 brands, including fan favourites Drunk Elephant, Sol De Janeiro, Charlotte Tilbury and Diptyque. Customers can also expect to shop over 20 brands new to MECCA and the store including Dr. Jart+, Crown Affair, Half Magic, Glossier and Tsu Lange Yor.
Sparking customers' senses, the store's fragrance offering will double in size, with the addition of a dedicated Perfumeria showcasing 10 new brands to the centre. Complete with a team of Fragrance Specialists to expand their service offering, customers can find their perfect scent through a customised fragrance consultation. The expanded offering also includes a wider range of skin services including brand-dedicated and express facials in the skin studio and an artistry space to cater for makeup-obsessed customers looking to finesse their skills.
MECCA’s Chief New Concepts Officer Maria Tsaousis says the Melbourne Central store offers a glimpse into the future of beauty retail in the CBD; “We are thrilled to be moving into a new store and a new location in Melbourne Central. Located opposite our current store, we are dedicating over 700 sqm to beauty by bringing together over 140 brands and new services across makeup, skincare and fragrance, and new ‘never-seen-before destinations. Our stores have always been the ultimate destination for education, entertainment and experience and we have spent the last few years reimagining the future of beauty retailing. Melbourne Central is giving our customers a glimpse of what’s to come!”
In another first, MECCA will take up residency in the neighbouring shop front to debut its “MECCA Presents” concept, which will be used as an immersive retail destination to showcase unique, creative and experiential beauty unexpectedly. Each activation will span over three weeks, with the first on the roster being Australia’s first-ever Glossier pop-up store, where customers can discover hero products from the Glossier range across makeup, skincare and fragrance, running from 3-25 August.
MECCA is driving expansion in its home city of Melbourne through the development of key locations including the recent Albert Park store relocation which saw the high street store double in size, fusing architectural charm and customer-centric design. The Melbourne Central store opening forms part of a wider retail growth strategy for the CBD, with MECCA’s highly anticipated Bourke St store set to open its doors in early 2025.
Melbourne Central Centre Manager, Denis Ryan, said, “We’re so excited to be part of this new chapter for MECCA, one of our most loved retailers. The new concept store supports our ongoing commitment to driving retail innovation for our customers and cements Melbourne Central as a trusted beauty destination in Melbourne’s CBD.”
To celebrate the opening, MECCA is inviting one and all to come together to enjoy a range of activities and entertainment across the opening weekend, including roving entertainment and a DJ as well as a gift with love pick and mix featuring a product assortment of makeup, skincare, fragrance, hair and body for customers that spend over $85. Customers can also look out for MECCA sampling across all Melbourne Central Shopping Centre levels.
MECCA Melbourne Central opens at 9 AM, Saturday 3 August and is located at Melbourne Central Shopping Centre, Ground Level 2, 11 La Trobe St, Melbourne VIC 3000.
