Melbourne Central embarks on its transformation as part of the city-wide retail regeneration, with 22 exciting new retailers already opened this year and another 11 to open in time for Christmas.

The centre continues to attract international flagship stores, unique collaborations and strong independent retailers creating a consumer driven model for the future.

International beauty powerhouse SEPHORA will open near Shot Tower Square in November, bringing its cult following and mix of exclusive brands to Melbourne Central, adding to the centre’s existing beauty retailers to make it the ultimate beauty destination.

One of South Africa’s most-loved fashion retailers MRP opened its doors last week offering the newest fashion at outstanding value and adding to the centre’s mix of flagship international stores.

Melbourne Central understands the importance of delivering a superior overall experience for its visitors, and is committed to continual upgrades throughout the centre.

The Lower Ground level will be the first for redevelopment, and the upgrade designed by Melbourne based architectural practice Kennedy Nolan, will completely change the experience on this level. Colourful and interactive digital art portals showcasing artworks from the local community, curated by Andy Dinan of Mars Gallery. The space will be completed with new bluestone floors, ceilings, dramatic lighting and furniture.

This upgrade will not only strongly enhance the shopping environment, but will also enrich the experience as on average 139,000 people visit and pass through Melbourne Central every day.

GPT’s Head of Investment Management for Retail, Brett Williams says, “2015 has been a huge year for Melbourne Central. We look forward to commencing the transformation of the Ground Level next month and welcoming both big name international flagships and independent local labels to create a retail experience which is unconventional and unexpected.”

St Jerome’s – The Hotel has been an outstanding success, bringing local, interstate and international visitors to Melbourne Central looking for a unique experience. Based on the enormously positive response and strong bookings, the hotel will stay open into 2016.

Melbourne label bul also opened early this month. bul offers graceful, understated and timeless pieces that appeal to women looking for a classic and relaxed, yet tailored look. Opening on Level Two, bul will perfectly complement Melbourne Central’s other Australian fashion brands.

DREAMS, the home of Melissa shoes, will also open at the end of October. Melissa Shoes started in Brazil 25 years ago and was first at Melbourne Central as a pop up 2011. Since then the brand has collaborated with fashion icons including Karl Langford, Vivian Westwood Liberty and Jean Paul, and Melbourne Central is thrilled to have them as a permanent store.

Pop-up social enterprise store HoMie has been a big hit with customers looking to make a difference with their dollar, donating much needed funds back to homelessness in Melbourne. HoMie is Melbourne Central’s second retailer supporting homelessness in Melbourne. STREAT café on the Ground Level provides hospitality training and support to homeless youth, whilst serving up great coffee and food.

With diverse retailers, enhanced shopping experiences and unique activations and events, Melbourne Central is an essential CBD destination that delivers the unexpected.