When Australian beauty powerhouse Mecca first announced it was taking over the historic Gowings building in Sydney’s CBD, it promised a three-level, 1200-square-metre store. But when it opens on November 27, it’ll be much bigger than anticipated.
The new Mecca – the brand’s first flagship store – is now set to cover 1800 square metres and four levels of the heritage-listed landmark, in the space that previously housed Topshop. It’s 20 times larger than the brand’s first store in Melbourne, and more than double the size of the brand’s next-biggest store, at Highpoint Shopping Centre in Melbourne.
Combining elements of both Mecca Cosmetica (the more luxe Mecca experience, with high-end skincare, make-up and fragrances) and Mecca Maxima (the younger, trend-based concept, with accessible price points), this Mecca store carries all 200-plus of the retailer’s existing brands, including Nars, Shiseido, Drunk Elephant, Tatcha, Sunday Riley, Diptyque and Byredo, plus in-house products from the Mecca Cosmetica and Mecca Max lines.
The flagship will also be the first store to carry new Mecca brands such as Tom Ford, Gwyneth Paltrow’s Goop, Kylie Skin, Moon Juice and Resoré.
One-third of the space has been designated for customisable services across beauty, health and wellbeing. There will be a facial aesthetician and a naturopath on-site at the Mecca Service Suite, along with piercing and bracelet soldering from Sarah & Sebastian and a hair salon run by Edwards and Co.
Mecca’s brand-immersion studios will be scattered throughout, including its Skin Lab, Makeup Lab, Brow Lab and Perfumeria, plus a gift-wrapping bar with designs exclusive to the flagship store. There’s also a dedicated events space for classes and product launches, as well as a Virtual Services Hub where team members will interact with the retailer’s online community.
The Gowings building space has been designed by Sydney design studio Meacham Nockles, a long-time collaborator of Mecca’s. There’ll be neon yellow lifts across the four levels, mosaic walls, glittery paillette ceilings, digital backdrops, brand installations, chutes that transfer beauty products between levels and more.
Mecca’s flagship store opens on November 27, 2020.