"Art deco structure becomes home to a tribute to Melbourne, now named Mecca"
Mecca's Flagship Store in Melbourne Embraces Heritage and Modernity
In the heart of Melbourne, Australia, the renovated Mecca flagship store stands as a testament to the seamless blend of heritage and contemporary design. The project, led by Studio McQualter, transforms the 1930s art deco EW Cole building into a vibrant, multi-level retail destination.
The central void within the store was created by repositioning and separating the escalators, opening up clear sightlines across all levels. This reconfiguration also introduced a new mezzanine, contributing to the overall sense of openness. The removal of an awning revealed five arched windows, reinstating vertical proportions and drawing light into the first floor.
Original architectural elements were uncovered and integrated into the design, such as the terracotta facade and faience tiles. Materials in the store are presented in their raw, authentic form, with exposed structural elements, hand-finished tiles, and a muted, refined palette.
Studio McQualter aimed to blend heritage restoration with modern retail design, using consistent material palettes, artistic interventions, and thoughtful zoning to enable a unified experience that still allows distinct moments of discovery within the multi-level space. The store serves as an immersive, all-day destination featuring specialized zones for makeup, skincare, hair salons, nail bars, a café, treatment rooms, and an auditorium for educational programs.
The Beauty Carousel, a sculptural, circular anchor on the ground floor, serves as a visual cue for discovery and play. It can accommodate up to 12 guests and is inspired by the joy of makeup, the fun of color, and the feeling of being part of something vibrant. Large Venini pendants and sculptural wall sconces bring a soft, understated warmth to the lighting scheme.
Bespoke furniture, combining vintage and contemporary pieces, introduces variation in texture and scale. The flagship store, one of the world's largest standalone beauty stores, spanning three storeys and 4,000 sq m, is a love letter to Melbourne, according to Mecca's founder, Jo Horgan.
For Horgan, the store is a home for everything customers had shared about what beauty means to them. It's a vision for the future of experiential retail, aiming to create "the world’s most extraordinary, innovative and loved experiential beauty destination."
[1] Studio McQualter. (2021). Mecca Melbourne. Retrieved from https://studiomcqualter.com/project/mecca-melbourne/
[2] Dezeen. (2021). Mecca Melbourne by Studio McQualter. Retrieved from https://www.dezeen.com/2021/09/16/mecca-melbourne-studio-mcqualter-art-deco-beauty-store-interior-design/
[3] ArchitectureAU. (2021). Mecca Melbourne by Studio McQualter. Retrieved from https://architectureau.com/articles/mecca-melbourne-by-studio-mcqualter/
[4] Mecca. (n.d.). Our story. Retrieved from https://www.mecca.com.au/about-us/our-story
[1] The flagship store magnifies Mecca's commitment to modernity, housing fashion-and-beauty departments, home-and-garden sections, and more, forging a lifestyle destination in Melbourne.
[2] In harmony with its art deco roots, the store's design seamlessly blends heritage elements with contemporary furnishings, promoting a lifestyle experience ranging from fashion-and-beauty to home-and-garden essentials.
