Beauty giant Mecca is opening the South Hemisphere’s largest beauty store, located in Sydney’s heritage Gowings building, on Friday 27 November.

The 1800 sqm store will extend over four levels, is more than double the size of the business’ next largest store and twenty times the size of its original store in Melbourne, and will bring 200 points of innovation throughout every touchpoint, according to Mecca.

“This is the future of beauty,” the business said.

“The flagship is embellished with neon yellow lifts, dazzling escalators, mosaic walls, paillette ceilings, digital backdrops, three-dimensional brand installations and a Wonka-esque beauty chute that transports products vertically between the multiple levels.”

The store will also include a gift wrapping bar, a dedicated event space, a virtual services hub, as well as bring new brands to Australia, such as Tom Ford, Kylie Skin, Moon Juice, Resore, and goop Beauty.

“Australia has been at the forefront of beauty and wellness trends, and for years, there has been an appetite for goop down under,” said Gwyneth Paltrow, founder and CEO of goop.

“Mecca has pushed the boundaries for beauty innovation and was the right partner to bring our clean beauty offering to the marketplace. This is a meaningful moment for us as we continue to expand internationally.”