Where old meets new

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By Christina Caporale

There is a new reason to take the tram to Melbourne with the very sleek Emporium Melbourne raising the standards for shopping in the CBD. Located on Lonsdale Street is Myer Emporium, where old and new come into focus.

The 48,000-square-metre shopping complex proves that Melbourne’s retail industry is thriving despite the online competition and the highly publicised decline in retail sales.

Myer Emporium is listed on the Victorian Heritage Register for its historical and architectural significance to the city of Melbourne, and its cultural importance.

Many of the old façades originally built in the 1800s and early 1900s remain in place and have been restored to showcase a mix of old meeting new. The facades are a reminder of Melbourne’s history and celebration of what is to come for future shoppers in and around the complex.

Shoppers in Melbourne can walk across Elizabeth, Bourke, Swanston and La Trobe Streets without stepping foot outdoors. Pedestrian bridges, walkways and tunnels mean uninterrupted shopping.

The walkways and pedestrian bridges connect five major retails hubs; The GPO, MYER, David Jones, Emporium Melbourne and Melbourne Central which creates a unique experience and easy access to stores across major shopping locations.

With its central location in Melbourne’s CBD, the new and very sleek seven-level complex is easily accessed via St.Kilda. The various tram, train and bus routes can take you into the city for easy shopping as well as direct to Lonsdale Street.

New brands in the Emporium include, Uniqlo, UCLA, Zoo York, Michael Kors, Kate Spade and Brooks Brothers. Top Shop will be opening their third store here in Melbourne, with their other stores at Highpoint and Chapel Street Jam Factory. Time will tell if Melbournians choose to adopt these new brands with thriving competitors Chadstone and other retail hubs in the CBD very close by.

Many Australian designers are found in the emporium including, Alannah Hill, Bianca Spender, Jac + Jack and Manning Cartell. These new brands come into high competition with newly opened Swedish retailer H&M located in the GPO, with also Zara close-by on Bourke Street.

The Emporium Café Court will be opened on June 4, including a new souvlaki bar which will be launched by George Calombaris. Jimmy Grants along other new places to eat will be opened including, South Melbourne Dim Sims, Chinta Ria Soul and I Love Pho. John Manos will also launch, Becasse Bakery and Charlie & Co. Burgers.

These new eateries will bring something different to Melbourne and create a café court for shoppers to enjoy, rather than the traditional ‘food court’.

The Emporium Melbourne is open from Saturday – Wednesday 10am-7pm, as well as Thursdays & Fridays 10am-9pm.

The Emporium opened on April 16 and is trading with 170 stores, with all 225 due to be opened in August at the official launch.

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