Mecca Maxima opens in Melbourne; credit cards quiver in fear

The new Mecca Maxima store in Melbourne is phe.nom.e.nal. I was incredibly fortunate to be taken down to Melbs for the opening of Mecca Maxima yesterday and it was so worth it, even with the crappy rain and fog and plane delays – you just like to be difficult, don’t you, Melbourne.

I was doubly fortunate enough to have a personal tour around the store from creator, big boss lady and all around inspirational chick Jo Horgan. Here is a special vid I took of Jo during my tour – she is explaining the concept behind Mecca Maxima and what makes it so special.

In a nutshell, it’s a beauty playground. I liken it to a religious experience (mecca…geddit?!) and the expression ‘kid in a candy store’ could not be more apt (unless I was actually IN a candy store – my sweet tooth is insatiable). Maxima has taken all the best brands from Mecca and kit: (Jo Horgan is the brains behind both, donchaknow) plus some extra brands for good measure, and made it accessible, interactive and educational (check out the touch screens and ‘talking’ shopping baskets). The staff are all trained to within an inch of their lives, specialising in different areas to maximise the amount of wisdom they can impart (I had a ball chatting to the fragrance expert – girl knew her tungstens* from her tuberoses) and gosh darn if it isn’t their job to make you feel welcome. You can tell the staff all live and breathe beauty and their enthusiasm is infectious.

Like a colourful beacon of hope!

All of this means it’s a FUN store to visit. You can spend hours browsing and walk out millions of dollars poorer, but you’ll understand what each product does and how it will work for you. I liken it to Sephora, but with friendly Aussie staff. May I make a suggestion, Team Maxima? Sydney. New Westfield. Get on it. Also, send Tony the Head of Colour up here please – that dude is hilarious!

Melbourne Mecca Maxima – Shop 54/55 Ground Floor LaTrobe Street Building (entrance via Little Lonsdale St) Melbourne Central

Too Faced, Smashbox, Korres, kit: – AND the prices are on the shelf in front of all the products
Skincare, hair and lux brands – heaven
Check out that range of fragrances! So many choices

*if your perfume has tungsten in it, we have a problem

Pictures thanks to Mecca Maxima

I was a guest of Mecca Maxima


2 Responses to "Mecca Maxima opens in Melbourne; credit cards quiver in fear"

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  1. Gillian

    October 13, 2010 at 11:07 pm

    Looks absolutely amazing!
    Also love that the have the prices on display, it is one of my pet peeves when they don't.
    Bring Mecca Maxima to Sydney!

  2. April

    October 14, 2010 at 12:33 am

    Oh wow, I actually saw this being filmed as I was doing a spot of shopping yesterday in the city! I did wonder what was going on.

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