Emporium Melbourne celebrates 10 years

Emporium Melbourne is celebrating its 10^th anniversary as the city’s go-to retail destination for premium Australian and international brands.

Closing out the decade has seen the centre welcome a host of new retailers in recent months, from Australian-first stores like On, to first-to-market brands like Ganni, or even stunning new flagships like those of Lululemon and Coach. It’s a time when the centre is performing the best it ever has with more leading retailers, more Australian-firsts, and more flagship stores than ever before.

To celebrate the 10 years, Emporium Melbourne will reward customers a spend and receive offer, and the House Party of Melbourne, featuring a cocktail bar, oyster bar and activations. Then there’s the partnership with Melbourne Fashion Week.

Now, some brand partnerships just make sense. Think Rolex x Formula One. Or Land Rover x Invictus Games.

One that definitely makes sense is Emporium Melbourne x Melbourne Fashion Week.

Emporium Melbourne is The House of Melbourne – a stunning CBD destination for the fashion conscious where they can explore their favourite premium Australian and international designers, with a large helping of new and emerging brands thrown in for good measure. It is unquestionably the heart of Melbourne CBD’s premium fashion retail precinct and therefore a natural fit for Melbourne Fashion Week.

Taking us through the partnership with Melbourne Fashion Week, is the Emporium Melbourne team.

So, you were looking to celebrate Emporium Melbourne’s 10^th anniversary. How did you go about working out what might be a good activation to do this?

Opened in 2014 and located on Wurundjeri, Bunurong, and Boon Wurrung Country, Emporium Melbourne continues to set the standard for CBD retail, combining heritage charm with contemporary design.

We wanted to showcase Emporium Melbourne’s imprint on the city of Melbourne itself and thank all our advocates and lovers of this very special icon by inviting them to celebrate with us. Emporium Melbourne is the House of Melbourne, a space that brings Melbourne together to experience style, culture and community. By leaning into what makes us great, our in-centre activations are designed to boost foot traffic and sales, build brand awareness and overarchingly, create unique and engaging moments in-centre for our discerning customers who are looking for a Melbourne experience they can’t find anywhere else.

And how did you land on Melbourne Fashion Week?

Our Melbourne Fashion Week (M/FW) Partnership has been a highlight of Emporium Melbourne’s calendar for many years.

M/FW positions Melbourne as Australia’s fashion capital, whilst supporting the city’s broader retail, arts, design and hospitality sectors. By partnering with the City of Melbourne, we can directly support our local community and most importantly, connect runway to retail. With the largest collection of Australian designers under one roof, we provide a platform for our fashion retailers to shine with the halo effect positively impacting Emporium Melbourne’s broader retail categories.

Naturally, this isn’t just any old sponsorship though is it? What kind of activations do you have planned?

Together with City of Melbourne, we will be bringing back the iconic Little Bourke Street Runway with two shows, featuring Emporium retailers, on Thursday 24 October. We have also been part of the highly successful Fashion Capsules which exhibits some of the country’s most creative talents and has attracted audiences of over 1.2m in the past.

To supplement the festivities, we are also throwing the House {Party} of Melbourne which is open to all! We're commemorating the day with a photo moment on the Ground Floor, freshly shucked delicacies at the Oyster Bar and delicious beverages at Decades - The Cocktail Bar, plus DJs to create an electric atmosphere. There will also be an opportunity to claim a $30 Emporium Melbourne gift card when customers spend over $350, along with some amazing in-store offers from our retailers.

For those interested in finding out more, check out Emporium Melbourne’s website.

What do you hope to achieve with this sponsorship and how do you know it’s been a success?

All our activity will support brand awareness and advocacy (through PR and media opportunities) along with traffic and sales through our experiential elements.

We also are tracking our retailer participation because they’re part of the point of difference for Emporium and are paramount in drawing in our customers.