Emporium Launch by Baz Luhrmann

Gastrology bloggers attended the launch as guests of CFS Retail Property Group together with GIC.

On Wednesday 20 August 2014, Gastrology attended the official launch of Melbourne’s reimagined retail icon, Emporium Melbourne which was created and hosted by creative visionary Baz Luhrmann.

Emporium Melbourne appointed Creative Visionary Baz Luhrmann to create the official launch celebration for his extraordinary ability to take an old classic and reimagine it into a contemporary icon.

This sentiment reflected the vision of Emporium Melbourne, which has been dramatically transformed since first opening its doors as the Myer Emporium in 1911.

More than three million people have experienced this Melbourne icon since it opened on 16 April, reimagining the CBD retail landscape with its exceptional design and impressive offer across fashion and food.

The official celebration also marked the arrival of even more fashion firsts and flagship stores, building upon Emporium Melbourne’s already impressive world-class line-up.

Opening throughout July and August are:

• Australia’s first Kate Spade New York, which will feature new digitally-controlled change rooms that enable customers to change backdrops when they are snapping themselves in the latest looks;
• The first Melbourne stores for Michael Kors and one of Australia’s most celebrated new designers, Dion Lee; and 
• The largest Topshop in the southern hemisphere and first store to the Melbourne CBD, delivering three levels of fashion.

These incredible fashion firsts join Victoria’s Secret, who also recently opened their first Melbourne CBD store.

Over the coming weeks, Emporium Melbourne will also welcome flagship stores for:

• American brand Coach, with the launch of a brand new fashion direction;
• Italian icon Furla and their range of high quality bags, shoes and accessories, celebrated since 1927; and 
• Fashion favourites Oroton and Ted Baker.

The arrivals of these retailers are reason to celebrate with the completion of the Little Bourke Street International Precinct, delivering yet another dimension to this already outstanding line-up.

These fashion firsts and flagships will be joined by celebrated foodies:

• South Yarra institution Dainty Sichuan, in the Urban Kitchen precinct on the Lower Ground Supercharger Wholefoods, a celebration of superfood and vegetables by Restaurateur Paul Mathis and business partner George Incretolli; and
• Gourmet food store Jones the Grocer, Alison Nelson’s Chocolate Bar New York and waffle and coffee restaurant, Waffee.

Once all stores are open, Emporium Melbourne will be home to over 200 fashion and food brands, offering a reimagined shopping experience like no other.

Baz Luhrmann’s celebration proved to be one of the biggest events on Melbourne’s calendar this year with the transformation of Emporium Melbourne into a set of experiences that tell the story of the iconic building’s colourful history.