MECCA Bourke Street: A Landmark Beauty Destination
MECCA Bourke Street embodies the future of beauty—bringing together innovation, culture, and community within a three-level flagship that transforms retail into an immersive experience.
Words HANDE RENSHAW Photos SEAN FENNESSY & HUGH DAVIES
MECCA Bourke Street is over three times the size of MECCA George Street and more than 60 times bigger than the original MECCA Toorak Road store. Photo: Sean Fennessy
‘MECCA Bourke Street is the result of that shared journey—a space that welcomes everyone in, encourages learning, play and discovery, and reflects the culture and creative spirit of the city where it all began,’ says MECCA Founder and Co-CEO, Jo Horgan. Photo: Sean Fennessy
Set within a heritage-listed 1930s buildin, once home to the ‘grandest bookshop in the world’, MECCA Bourke Street rekindles the spirit of Cole’s Book Arcade. Photo: Sean Fennessy
Inside, every detail is crafted to spark joy, inspire curiosity, and celebrate beauty in all its forms. Photo: Sean Fennessy
The space reflects MECCA’s commitment to gender equality, creativity and wellbeing. More than 20 works by women artists, curated by Charlotte Day. Photo: Sean Fennessy
Curated by Charlotte Day, over 20 works by women artists transform the flagship into a living gallery. Photo: Sean Fennessy
In collaboration with Studio McQualter, the original architectural details including arched windows, terrazzo floors, shopfront tiles, and a mezzanine, have been meticulously restored and brought back to life. Photo: Sean Fennessy
“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 MECCA Apothecary brings wellness to the forefront, with vibrant artwork, lush greenery, and curated products creating an uplifting, sensory-rich environment. Photo: Sean Fennessy
A sculptural staircase connects the flagship’s three levels, blending heritage texture with contemporary lines and refined brass detailing. Photo: Sean Fennessy
Warm timber, golden tones, and vintage-inspired details give Café MECCA a distinctly Melbourne character—inviting guests to linger over coffee between beauty experiences. Photo: Sean Fennessy
Café MECCA blends Melbourne’s vibrant hospitality culture with the flagship’s design ethos, offering a refined space to pause, connect, and indulge. Photo: Sean Fennessy
MECCA AESTHETICA offers advanced skin treatments and luxury services, seamlessly connected to Café MECCA for a beauty experience that blends indulgence and wellbeing. Photo: Sean Fennessy
The heritage-listed facade of MECCA Bourke Street stands restored and illuminated—a new chapter for beauty in the heart of Melbourne. Main hero photo + above: Hugh Davies
An intimate lounge space within the space invites moments of pause and conversation. Photo: Sean Fennessy
MECCA has opened the doors to its most ambitious project yet, signalling the future of beauty. Spanning 4,000 square metres across three levels, MECCA Bourke Street is not simply a store—it’s an experience.
Set within the heritage-listed building at 299 Bourke Street, once home to Melbourne’s beloved Cole’s Book Arcade, the flagship is a celebration of beauty, community, and the city where MECCA’s story began.
‘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,’ says MECCA Founder and Co-CEO, Jo Horgan. ‘MECCA Bourke Street is the result of that shared journey—a space that welcomes everyone in, encourages learning, play and discovery, and reflects the culture and creative spirit of the city where it all began.
The moment you step inside, the space captivates with its sheer scale and meticulous detail. In collaboration with leading designers Studio McQualter, original architectural features have been carefully restored - arched windows, terrazzo floors, shopfront tiles, and a mezzanine all brought back to life.
Over 20 works by women artists, curated by Charlotte Day, are displayed throughout, turning beauty retail into a cultural experience.
The flagship unfolds as a series of destinations: the MECCA Perfumeria, a sensorial fragrance gallery guided by scent sommeliers; the MECCA Beauty Atelier, offering luxury hair, makeup and nail services; MECCA Apothecary, dedicated to holistic wellness; and the MECCA Gift Box, where bespoke wrapping and calligraphy make gifting an artform. Café MECCA brings Melbourne’s culinary spirit into the mix, while the soon-to-open MECCAVersity Auditorium will host workshops, talks, and community events.
The spectacular opening day event included live performances, beauty giveaways, and express services from global icons like Charlotte Tilbury and Augustinus Bader. Guests received illustrated MECCA Guidebooks, inviting them to explore, collect stamps, and unlock rewards—a playful nod to the spirit of discovery that defines the space.
Collaboration is woven into the flagship’s DNA, with local creatives including Flowers Vasette, Trophy Wife, and Şener Besim sitting alongside international names such as Josh Wood and MARIA TASH. More than a retail space, MECCA Bourke Street embodies the brand’s M-POWER mission—championing gender equality, creativity, and wellbeing.
