Aussie shopping centre firsts in new Chadstone arrivals

An Australian first flagship store for a popular accessories brand and a unique pop-up are set to open at Melbourne’s shopping capital Chadstone.

Chadstone will become home to the first flagship store for Strandbags. Picture: Supplied

Two big Australian shopping centre firsts are coming to Chadstone this month as it evolves from a simple shopping destination to a multifaceted cultural attraction.

Chadstone and the NGV, two of Victoria’s most visited destinations which collectively host close to 30 million visitors every year, are joining forces as part of a new two-year partnership.

Chadstone will be a major sponsor for the NGV’s summer exhibition KAWS: Companionship in the Age of Loneliness arriving 20 September.

The collaboration will also include a NGV design store for the first time at Chadstone with a special retail pop-up open from September 21 to October 6.

Chastone has scored two Aussie shopping firsts. Picture Andrew Tauber

Customers can shop a collection of pieces designed and made exclusively for the NGV including a curated selection of KAWS releases. There will also be free school holiday KAWS activities presented by NGV.

Chadstone director Fiona Mackenzie said the new collaboration looks to offer more than just a traditional shopping experience for customers and the centre’s evolution from a retail landlord to one of Melbourne’s leading cultural attractions.

“Since 1960 Chadstone has delivered first to market retail experiences and, with the launch of Hotel Chadstone in November, for the first time, visitors to The Fashion Capital will be able to shop, play, dine and stay.”

“We’re excited to bring the KAWS exhibition to Australia, alongside the NGV, and help engage a new audience through our September school holiday program and the first ever NGV design store activation.

NGV director Tony Ellwood said the NGV looks forward to working closely together to deliver “a rich palette of experiences”.

“Chadstone shares our vision to challenge the status quo in the worlds of fashion, art and design, which resonates with our community.”

Chadstone is also set to become home to an Australian first flagship store for rebranded retailer Strandbags.

Opening on Saturday, the new mega store is three times the standard store footprint and heralds a new era for the Aussie accessories brand established in 1927.

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Managing director Felicity McGahan says despite changing shopping trends, Strandbags is a continuing bricks-and-mortar success story with retail stores integral to the growth of the brand.

“We’ve created a new and exciting brand platform and the Chadstone store is where it comes to life,” she says.

“What Sephora has done with cosmetics we want to do with bags. Bags are no longer just an accessory. A bag is always by your side in all of life’s journeys and adventures.”

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