The biggest beauty store in the Southern Hemisphere has opened in Sydney’s CBD, spanning four levels and 1800 square metres.
Australian retailer Mecca has moved into the city’s heritage Gowings building on George Street, filling it to the brim with more than 200 beauty brands, hair and make-up services and even a spa station where you can receive skincare treatments and facials.
The store is a whopping 20 times bigger than the brand’s very first store on Melbourne’s Toorak Road and more than double the size of Mecca’s next biggest store at Highpoint Shopping Centre, also in Victoria.
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Mecca, which was founded by Jo Horgan 20-years ago, has transformed the building which was previously occupied by Topshop before its $35 million collapse in 2017.
Gone are the dark walls and grey floors the fashion label were known for and in its place are bright mosaic walls and comfy furnishings – a mix of both Mecca Cosmetica (the brand’s more luxury experience) with and Mecca Maxima (the younger, more affordable trend-based line).
The store is stocked with all 200-plus of the retailer’s existing brands, including Nars, Shiseido, Drunk Elephant, Tatcha, Sunday Riley, Diptyque and Byredo, as well as in-house products from the Mecca Cosmetica and Mecca Max lines.
New brands to the superstore can also be located inside, including Gwyneth Paltrow’s controversial GOOP product line and Kylie Jenner Skin which launched Down Under earlier this month.
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If you’re a beauty lover who is keen to know more about the science behind products you can learn new things at Mecca’s education stations, including Mecca Skin Lab, Mecca Makeup Lab and Mecca Brow Lab. There’s also a perfumeria where you can head to learn about deciphering scents and discover what aromas makes you tick.
There’s also a touch of the future with a beauty chute that transports products vertically between levels, digital paintings and neon yellow lifts.
Unlike other Mecca stores, there’s also a swanky blow dry bar – a collaboration with award-winning Australian hairdressing chain Edwards&Co – where shoppers can pop in for a selection of seven different styles from a “Manes Menu”.
“Partnering with Mecca is a dream come true and I am so grateful for the opportunity. I have always pushed the boundaries to ensure EdwardsAndCo is the leader in Australian hair, so having the chance to partner with the leader in Australian beauty seems like a no-brainer,” owner, Jaye Edwards, said.
The $75 blow dry takes 45-minutes and includes a basin wash, ensuring customers can get a professional finish in less time than a lunch break.
Mecca isn’t the only retailer who has added blow dry bars to its stores, with David Jones recently partnering with The Blow Bar to add a similar service in its Sydney store and US-beauty chain Sephora collaborating with Melbourne’s The Blow salon to offer dry styling.
Mecca hasn’t stopped at haircare, also partnering with facial aesthetician, Dr Van Park, and naturopath Anthia Koullouros, who both have residence in service suites found in store.