In celebrating the store’s 100th birthday, Myer Melbourne has been officially been reopened.

It’s taken four years and $300 million to rebuild the flagship store that is expected to attract over 25 million visitors each year.

The store now delivers fashion, beauty, entertainment and lifestyle in a nine-level light-filled space with an atrium and centrepiece escalator.

Myer CEO Bernie Brookes said he is thrilled by the re-opening and centenary celebrations.

“From humble beginnings in 1911, the Myer Emporium has grown to be a central part of the fabric of Melbourne and Australia. Tonight is a celebration of where Myer has come from, and importantly, where it is going,” he said.

“You can talk to anyone in Melbourne and they will have wonderful memories of coming into the Myer city store. We have given our loyal customers, and many new ones, a real reason to come back to the store. It is breathtaking and something Australian shoppers have never seen before in this country, and we can all be very proud of the store”

An entire floor is dedicated to women’s designer fashion, international handbags and designer shoes, while the entire fourth floor is dedicated to the man with fashion, accessories and even cosmetics and beauty products.

There are two entire floors dedicated to technology while customers are treated to three food offering from Brunettis café, the Salon Champagne Bar and Emporia by Andrew Blake.