Rebel has opened its new flagship store at Emporium Melbourne, making it the brand’s largest health and wellness destination in the country. 

The store, located on Level 4 of Emporium Melbourne, has a 3600sqm area and offers Rebel’s largest variety of products, including its label Ell&Voo, as well as worldwide athletic brands Nike, Adidas, Under Armour, and Asics. 

Following the brand’s RCX (Rebel Customer Experience) model, the flagship alters the usual retail experience. It features a Her Zone and a Fit Studio, designed in collaboration with Nike, which offer a private space for female shoppers to choose bras, tights, and accessories, with customisable lighting in the change rooms. 

The brand describes the flagship as “a hyper-immersive sporting and fitness experience”, with a rooftop NBA-sized ‘Stephen Curry Rooftop Court’ half-court, and the ‘Rebel Fit Lab’ with 3D scanning and pressure plate technology to help customers find their perfect fit.

“The Rebel flagship at Emporium Melbourne represents a new era for Rebel’s physical stores,” said Rebel GM portfolio strategy, Ryan Pittaway.

“It’s a hub where sporting enthusiasts can immerse themselves in the experience zones, play on the Stephen Curry Rooftop Court and browse the latest products from the world’s best sporting brands,” he said.  

“It’s so much more than a retail destination, and we couldn’t be prouder to unveil it to the public and welcome eager fans in-store.”

The store also contains interactive digital activities in a Football Zone, including the AFL game ‘Take The Mark’ and the football games ‘Top Bins’ and ‘Match the Footy.’

Danny Lattouf, chief strategy officer at The General Store, which worked on the design, described the Rebel store as “a really special one-of-a-kind sporting destination that took a talented village to create”.

“Rebel is leading the way in creating high-impact retail experiences and this hyper-immersive flagship store is a reflection of consumers’ increasing desire to be entertained and educated by brands.”