Friday, 20 November 2009

Our Critique Of Chadstone’s New Luxury Mall – 20/11/09

We talked last week about the proposed grand opening of Chadstone Shopping Centre’s luxury retail precinct (see the MO Down for 13 November), but now we have flown down to Melbourne and explored it for ourselves – along with the reputed 5,000 people who queued for the launch.

The stores that opened included:
• Louis Vuitton
• Gucci – a new look store, the first of which in Australia.
• Chanel, Tiffany & Co., Coach and Jimmy Choo.
• Prada, Miu Miu, Burberry, Omega and Ralph Lauren are due to open later in the year and next year.
• And there’s Hardy Bros. and Swarovski as well.

We read that there were long lines of people queuing, some apparently overnight, for the first look at some of the international luxury and premium end brands that opened their doors. This week was a soft opening for most brands with official launch parties to unfold over the coming days/weeks, culminating in the overall Chadstone official launch on 2nd December.

We thought the vibe was 'sunny' in every sense, with 30 degree+ temperatures outside and wonderful natural light filtering through the centre. Every store visited was beaming with happy staff and happier clients, notably crowded were Chanel, Gucci, Louis Vuitton, Tiffany & Co. and Coach.

Going by the reactions we witnessed, it certainly seems as though Colonial First State Global Asset Management, managers of the Chadstone property, are on the right strategy.

Click here to read The Age’s article, which reports that Chadstone was “overwhelmed by crowds” for this luxury opening.

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Who's behind the MO DOWN

Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,