Overview
The day has finally arrived: MECCA's new headline-grabbing Bourke Street location — one of the world's largest standalone beauty destinations — has opened. Following weeks and months of fanfare, guests are welcome to explore the 4000-square-metre flagship, spread across three massive levels and home to over 200 beauty brands, 80 services and a host of exciting in-store concepts that help redefine experiential beauty retail.
To celebrate, the team is hosting a weekend-long celebration jam-packed with beauty experiences and community encounters. While getting lost in this sprawling multi-level store is a genuine possibility, the MECCA Guidebook is here to help. Featuring a custom illustration of the Bourke Street store's floor plan, this convenient companion will make sure you don't miss the express beauty services or the MECCAversity education sessions as you wander.
This beauty booklet also includes fascinating brand spotlights, helping guests discover more about this statement location's immense artwork, installations and brand partners that bring the space to life. Plus, there are stamps to collect as you move from one space to the next, with three stamps in your guidebook gathered during opening month earning guests a full-size MECCA product. Plus, if you return for a service in September or October, you'll depart with a second gift.
Speaking of services, attending a booking is how you can get your hands on a MECCA gold medallion. Inspired by the gold coins handed out in E.W. Cole's famous Book Arcade — the original occupant of the Bourke Street site — everyone with a medallion is a winner, with prizes from gift cards to a year's worth of manicures at the Trophy Wife nail salon up for grabs. Just head to the concierge crew on Level 1 to claim your prize.
Designed by acclaimed architecture practice Studio McQualter, MECCA Bourke Street is more than three times the size of MECCA George Street and over 60 times the original MECCA Toorak Road store. Intended as a full-day destination, it's easy to imagine spending hours roaming concepts like MECCA Perfumeria — guided by expert scent sommeliers — or sitting down for an advanced clinical skin treatment at MECCA Aesthetica.
"MECCA Bourke Street is the physical embodiment of our purpose — to embolden through beauty by helping people look, feel, and be their best. It reimagines what experiential retail can be, fusing creativity, culture, and collaboration to create something so much more than a store — it's the MECCA of all MECCAs," says MECCA Founder and Co-CEO, Jo Horgan.
MECCA Bourke Street is now open at 299 Bourke Street, Melbourne. Head to the website for more information.
Images: Sean Fennessy.