Melbourne Central has kicked off Lunar New Year celebrations with offers and activations across food, fashion and entertainment, as well as a major Yeezy giveaway in partnership with Secret Sneaker Store.

Melbourne Central is offering shoppers the chance to win two pairs of Yeezys plus a $1,000 Secret Sneaker Store voucher.

During Lunar New Year, shoppers are also invited to explore unique art installations, including the MC Mart. From the imagination of renowned artist, Lauren Carney, aka @dizzylittledotty, the MC Mart is inspired by a Japanese convenience store and is filled with thousands of illustrations and fantasy products such as Fitzroy Flakes and Prawn Puffs.  

MC Mart visitors can go in the running to win a $100 Melbourne Central voucher by simply snapping a photo or video of themselves at the pop-up and tagging Melbourne Central on Instagram.

Melbourne Central centre manager, Mardi Ashkine said the precinct was focusing on customer experience across the festive period.

“Melbourne Central is often referred to as the heart of the city and with such a diverse community we are looking forward to celebrating Lunar New Year and rewarding our shoppers,” Ashkine said.

“Whether it’s a new pair of Yeezys or visiting a one-of-a-kind art installation, there’s always something new to discover at Melbourne Central – our fashion and beauty retailers are gearing up with collections designed to ring in The Year of the Tiger including promotions from Doc Martens, Loccitane and Secret Sneaker Store.”