Mecca is set to revolutionise experiential shopping with the launch of its new-generation store at Melbourne Central Shopping Centre, which officially opened on Saturday, August 3. Situated on Little Lonsdale Street, the store is projected to attract over 25,000 weekly visitors in its first year.

The expansive 770sqm store offers customers an immersive experience with over 140 brands, including popular names like Drunk Elephant, Sol De Janeiro, Charlotte Tilbury, and Diptyque. Newcomers to Mecca such as Dr. Jart+, Crown Affair, Half Magic, Glossier, and Tsu Lange Yor are also available.

The store boasts a doubled fragrance section, complete with a dedicated Perfumeria showcasing 10 new brands. Fragrance Specialists are available for personalised consultations to help customers find their perfect scent. The expanded offerings also include a variety of skin services, including brand-dedicated and express facials, as well as an artistry space for makeup enthusiasts.

Maria Tsaousis, Mecca’s Chief New Concepts Officer, expressed excitement about the new store, stating, “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!”

Mecca has also debuted its ‘Mecca Presents’ concept in the neighbouring shopfront, featuring immersive retail experiences. The first activation is Australia’s inaugural Glossier pop-up store, running from August 3-25, showcasing hero products from Glossier’s range.

Mecca’s expansion continues with key locations like the recently relocated Albert Park store and the highly anticipated Bourke Street store, set to open in early 2025. Denis Ryan, Melbourne Central Centre Manager, highlighted the partnership’s significance, noting that the new concept store reinforces Melbourne Central as a trusted beauty destination. “We’re so excited to be part of this new chapter for Mecca, one of our most loved retailers,” he said. “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.”

Images from the opening below:

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