Mecca Brands will swing open the doors of its first flagship, located in Sydney’s heritage Gowings building, on Friday, November 27.

The new Mecca flagship will extend over four levels and 1,800 square metres on the corner of George and Market Streets, in a heritage building that has been restored to its former glory by Mecca’s long-time collaborator, Sydney design studio Meacham Nockles.

A beauty wonderland come to life, Mecca’s transformation of the iconic retail landmark will establish a new beating heart of beauty in the Sydney CBD and be the largest and most immersive dedicated beauty store in the Southern Hemisphere.

 The store, that is 20 times the size of its very first store on Toorak Road in Melbourne and more than double the size of the business’s next biggest store at Highpoint Shopping Centre in Melbourne, will grow Mecca’s Sydney CBD footprint by 250 per cent and features more than 200 points of innovation integrated throughout every touch point.

The flagship will be filled with the best in global beauty, with new brands to Mecca including Tom Ford, goop Beauty, Kylie Skin, Moon Juice and Resorè, all which be unveiled in the flagship.

These  will join the existing curation of more than 200 beauty brands including NARS, Morphe, Shiseido, Drunk Elephant, Tatcha, Sunday Riley, Dr Barbara Sturm, Glow Recipe, Briogeo, Diptyque, Byredo and Maison Francis Kurkdjian, as well as signature line brands, Mecca Cosmetica and Mecca Max.

More than  a third of Mecca’s flagship is dedicated to customisable services. The Australian-first proposition delivers a number of exclusive beauty, health and wellbeing service partners including facial aesthetician, Dr Van Park, and naturopath, Anthia Koullouros, who will both take up residence in the Mecca Service Suites.

Contemporary jewellery designer, Sarah & Sebastian will offer piercing and bracelet soldering and hair salon, EdwardsAndCo, will bring its cult following to the flagship’s Hair Studio.

The Mecca Skin Lab, Mecca Makeup Lab, Mecca Brow Lab and Mecca’s largest ever Perfumeria will also offer personalisation and brand immersion to consumers.

There is also a Mecca Gift Wrapping Bar, Mecca Concierge, the dedicated event space Mecca Studio and a Virtual Services Hub where team members can be seen in action responding directly to the online community, live from the store  as part of Mecca’s Virtual Services offering.

The opening of Mecca’s new flagship follows the retailer’s  entry into China in August 2020 via a luxury multi-brand flagship on Tmall Global, which brought with it a number of new-to-market beauty brands.

Leave a comment

Your email address will not be published. Required fields are marked *