ele STYLED

The wait is over. MECCA has officially opened the doors to its most ambitious store yet: MECCA Bourke Street, a 4,000-square-metre beauty playground built on the historic site of Cole’s Book Arcade. Nearly three decades in the making, this isn’t just a flagship, it’s a celebration of MECCA’s journey from a single Toorak Road boutique to a global beauty force, and a love letter to the city where it all began.

With over 200 global beauty brands, 80+ premium services, and more than 300 team members, MECCA Bourke Street has redefined what a beauty destination can be. Spanning three expansive levels, it offers immersive retail, skin and makeup services, wellness, education, and even a café, turning beauty shopping into an all-day cultural experience.

A Grand Opening Worth the Hype

From 7AM, on Friday August 8, MECCA Beauty Loop members were invited to help kick off the celebrations, which continued throughout the day with live performances, custom sweet treats, beauty giveaways, and the kind of high-energy atmosphere only MECCA can pull off. Shoppers received a limited-edition illustrated guidebook, part passport, part keepsake, leading them through the new space and its many hidden gems. Book a service? You get a Gold Medallion that unlocks a surprise reward. Running late? No worries, express services from the likes of Charlotte Tilbury, NARS, Shiseido and Augustinus Bader are there to deliver instant glow-ups.

The launch is set to attract over 20,000 visitors on opening day alone, with more than 50,000 beauty lovers expected weekly (we plan to help boost those numbers!).

What’s Inside: A New Era of Beauty Retail

Every detail of MECCA Bourke Street is designed to invite exploration, education and joy. Here’s a peek at what’s on offer:

• MECCA APOTHECARY: A new mind-body wellness hub with an on-site naturopath and curated solutions for sleep, gut health, life transitions and rituals.
• MECCAVERSITY AUDITORIUM (opening October): A 200 sqm community and learning space to host workshops, training, and guest events.
• MECCA NEWSROOM: Beauty’s very own front page, showcasing the latest launches and brand stories right at the entrance.
• CAFÉ MECCA: A stylish space celebrating Melbourne’s food scene, complete with local artisanal treats.

Where Past Meets Present

Built within a heritage-listed 1930s building, the new flagship honours the spirit of Cole’s Book Arcade while embracing a bold new future. MECCA worked with Studio McQualter to restore the building’s arched windows, terrazzo floors, and original mezzanine, keeping the historical soul alive while creating a forward-thinking space.

It also features collaborations with beloved local names like Flowers Vasette, Trophy Wife by Chelsea Bagan, Şener Besim, and Melbourne Apothecary. Beauty heavyweights Josh Wood and Maria Tash have also set up shop, bringing their world-class hair and piercing services to the heart of Melbourne.

Designed With Purpose

Beyond beauty, MECCA Bourke Street stands for creativity, inclusivity and wellbeing. It’s WELL pre-certified, meaning the space is built with air purification, supportive lighting, and movement-friendly features. Over 20 artworks by female artists, curated by Charlotte Day, turn the store into a living gallery. An eight-metre mural by FreelingWaters is a standout centrepiece.

MECCA Founder and Co-CEO Jo Horgan summed it up perfectly:

“The significance of this space lies not in its scale but in what it represents: 27 years of evolving alongside the people who make MECCA what it is—our team, our customers and our brand partners.”

The Future of Beauty Lives Here

MECCA Bourke Street is a cultural moment. A new benchmark. A place where retail becomes ritual, and the future of beauty is being shaped in real time. Whether you’re dropping in for a lipstick top-up or spending a full afternoon exploring skincare, wellness, and artistry, this is a space designed for discovery.

MECCA Bourke Street is now open at 299 Bourke Street, Melbourne.
For more, visit: mecca.com/en-au/about-mecca/flagship