Mecca has unveiled the Summer Fridays Newsstand at Mecca Presents in Melbourne Central, marking a strategic collaboration between the retailer and the Los Angeles-based skincare brand. Originally launched in London’s Covent Garden, the concept aims to engage consumers through an immersive retail experience.

The pop-up features a selection of Summer Fridays products, including the viral Jet Lag Collection. Visitors can access complimentary personalised skin consultations with Mecca specialists, shop exclusive limited-edition Summer Fridays merchandise and sets, and receive a personalised postcard. The initiative is designed to elevate customer engagement through experiential retail and exclusivity.

In addition, Mecca and Summer Fridays have partnered with Green Cup to introduce a co-branded smoothie designed to complement the skincare line’s hydration-focused positioning. The beverage, featuring coconut water, mango, and vanilla collagen, aligns with the brand’s wellness ethos. Throughout February, customers who purchase the smoothie will receive a complimentary deluxe sample of the Jet Lag Mask, reinforcing the brand’s signature hydration message.

The partnership reflects a broader trend of experiential marketing and brand collaborations aimed at deepening consumer engagement through multi-sensory experiences.

The activation runs from Tuesday, 4 February, to Sunday, 2 March, at Melbourne Central, with extended hours on Thursdays and Fridays. The Summer Fridays x Green Cup smoothie will be available at all Green Cup locations for the duration of the collaboration.

Read the SUMMER ’25 issue of Retail Beauty below:

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