Hats off to new pop-up retailers bringing buzz again to CBD

By Brendan Rees. Photos by John Tadigiri

Melbourne Mayor Sally Capp says it is time to drop your “online shopping cart” and head to town to pick up your clothes.

It comes as two emerging Melbourne designers recently breathed new life into empty storefronts in the CBD – which Cr Capp said would help visitors “rediscover what our wonderful city has to offer” when it comes out of lockdown.

Artisans from menswear brand Informale and headwear boutique The Millinery Collective will showcase their craftsmanship and colorful pop-up shops in Little Collins St.

Opened in October, the Creative Spaces are the first of the $ 2.6 million Shopfront Activation Program, a partnership between the City of Melbourne and the state government aimed at bringing artists to empty storefronts in the CBD, Docklands and Lygon Street and fill entrepreneurs.

Rachel Henry of Henry Millinery has teamed up with design brands tHAT Millinery by Enza Geddes and Lisa Hughes Millinery to transform an empty space at the Victoria Hotel into something “beautiful,” offering headwear for formal events, parties and day wear.

“This is what your dreams are made of. We are all three overjoyed, we are so grateful, ”she said, adding that her new space would be the perfect setting for showcasing her bespoke designs.

Ms. Henry said they took the opportunity despite the uncertainty of the pandemic, stating, “You just have to start saying yes to the opportunities, just drive and see where it takes you.”

For Ms. Geddes the chance to open a shop in the CBD was a “career highlight”.

“It would be fair to say that hat-making has been negatively impacted by the coronavirus outbreak for the past two years.

“With Fashion Week in full swing, with fashion enthusiasts visiting our stores and people returning to town to shop, it’s a positive time for Melbourne’s retailers, especially around the holiday season.”

Informale founder Steve Calder, a former tenant of the historic landmark Nicholas Building on Swanston St, is now offering his new shop at 186 Little Collins St.

The Lord Mayor said: “We use our wealth of creative and entrepreneurial talents, offer up-and-coming craftsmen and start-ups a platform and at the same time maintain a unique big city experience that visitors cannot find anywhere but Melbourne.”

Cr Kevin Louey, Head of the Community’s Business and Global Opportunities Portfolio, said, “With roughly one in five stores currently closed in the community, this is an inventive way to bring unique offerings and distinctive brands to town while also being creative – and start-up communities. “

Ginnane & Associates and Plan 1 Project Management and Consultancy are currently securing tenants and space in the CBD. Please visit the Melbourne City website for more information.

Subtitle: Melbourne Mayor Sally Capp celebrates the opening of two new designer pop-up shops in the CBD with Steve Calder, founder of menswear brand Informale, and Enza Geddes, owner of tHAT Millinery.

Like this:

To like Loading…