In an Australian retail-first.

On Friday, Tesla opened a pop up store in Myer Melbourne. Located on level six, the showroom allows Myer customers to explore the recently released all electric SUV Model X, customise their own Tesla via the design studio and even purchase one with the assistance of a Tesla product specialist.

Tesla pop-up. Photo by Lucas Dawson.

Myer CEO and managing director, Richard Umbers, commented on this Australian retail-first and the department store’s commitment to innovation. “Myer is more than just fashion. Good retailing should be both memorable and engaging, and create an experience that people will want to talk about – long after they have finished shopping”.

The collaboration with Tesla is one of many built since the New Myer strategy launched, with the focus on wanted brands and experience at the forefront of the company’s transformation.