The “reimagined” Emporium Melbourne opened in April, marking a new era in the design of shopping centres, relying on Australian-first international retail stores such as Japanese fashion brand Uniqlo, and upmarket eateries to ensure foot traffic stays high.

Appliance Retailer took a stroll through the shiny new 7-level complex in the centre of Melbourne, smartphone in hand, to see which retailers were thriving in their environments and why.

Dick Smith Emporium

Dick Smith has two stores in the new complex, the traditional electronics retailer and a ‘fashtronics’ concept store Move. Dick Smith has stuck with what it knows when it comes to layout and design, adding in pink balloons to remind shoppers Mother’s Day is fast approaching.

Dick Smith Move

It was a different story around the corner at Move, which is about half the size of the Dick Smith store and much busier. Aisles of products have been replaced by colourful table top displays and there were more mirrors than you would find at Dick Smith.

Move Dick Smith

Move appeals to its core demographic of affluent younger women and men with on-trend products that fuse fashion, lifestyle and technology. The store has collaborated with high profile Australian fashion designers including Romance was Born to create a range of phone and table cases (pictured).

Move Dick Smith

The store also actively engages with customers, for example a sketch pad and computer are set up for customers to design their own smartphone or tablet cases. Simply select the type of device you have, upload a photo or design and Move will deliver your bespoke tech accessory straight to your home in 3-5 days. The service is also available online, if inspiration doesn’t strike you while in store.

Dick Smith Move

Dick Smith has opened four Move stores, with the first opening in Bondi late last year, and the company has said it believes the market could support 30 stores around the country.

The Myer store felt very open, with electronics and AV products on the upper levels. It was certainly quiet on a Wednesday morning but the customer service was excellent.

The upper levels of Myer which house electronics and AV products have an open plan design. It was certainly quiet on a Wednesday morning but the customer service was excellent.

Myer Emporium

The massive complex (which will house 225 stores in total) has ample floor space to recreate living rooms and home theatres.

David Jones Emporium

David Jones and Myer are both connected via footbridges. For its store, David Jones opted for consistency, with a much more traditional layout than Myer, similar to their Pitt Street store in Sydney. Signs for ‘Click and Collect’ online shopping were noticeable as the company pushes to become a successful onmi-channel retailer.

Emporium Melbourne Myer

All quiet at the Lavazza and Nespresso displays in Myer, a far cry from the street-facing Nespresso store in the complex which was a colourful caffeinated hive of activity with an espresso bar, art works made from pods and numerous floor staff.


Funky design and an abundance of concierges to assist you made shopping a pleasant experience.

Emporium Melbourne

There were many stores still under construction behind ‘coming soon’ signs, including one ‘Exciting New International Retailer’ next door to Uniqlo. Who could it be?