"Reimagine. To reimagine is to do something in a way that's never been done before." That's the crux of Emporium Melbourne's new marketing campaign that ushered in the opening of the new $1.16 billion retail project on Thursday.
It's been a while coming, in fact far longer than the parties behind Emporium Melbourne would have preferred. After succumbing to a number of delays which considerably pushed back opening, the masses finally had the chance to gaze upon the mega retail facility in recent days.
With a ''jewellery box'' themed external facade dominated by a media screen utilising metal louvres and LED technology, the north-east corner was always slated to be the marquee focal point. Subject to considerable revisions through the design and build process, Emporium Melbourne is externally interesting without being extravagant.
Yet the the internals that house 46,175sqm or retail space that are designed to wow. With Buchan Group and Wonderwall handling the design duties, the centre's main design drawcard is the central internal atrium that distributes natural light to all levels.
Now complete, Emporium Melbourne once more connects Bourke Street Mall and Melbourne Central via elevated, covered pedestrian walkways and also at ground level. The high level of permeability for Emporium and its retail neighbours should theoretically allow for a highly enjoyable retail experience.
While the centre is open, it's worth noting that a considerable number of the 225 retail outlets have yet to receive fitouts, owing to the desire of centre owners to open prior to Easter trading. Whilst construction hoardings still greet customers along the southern street frontage, they're adorned with bubble-like promotional features.
For however long they are present, they're worth a visit along with the 1,100-seat 'cafe court.' The shopping may just be a side show!
Whilst some spectacular portrait pictures of Emporium Melbourne are available within this forum thread, click the image below for expanded internal/external snaps taken post opening. Enjoy the pictures and kudos to Ryan Seychell for all internal images.