Melbourne’s Chadstone shopping centre has unveiled the mix of tenants that will occupy its long-awaited fresh food precinct, the Market Pavilion, and announced it is retiring its iconic tagline. “At Chadstone, we’ve always been proud of our unwavering commitment to delivering an unrivalled breadth of offer and world-class experiences under the gridshell roof,” Chadstone centre manager Daniel Boyle told Inside Retail. “‘The Fashion Capital’ tagline has served Chadstone well for over
r over 20 years, but we’ve reached a point in our history where we offer much more than the traditional retail experience,” he added.
The Market Pavilion is no standard food court, Chadstone has signed on more than 50 market-leading retailers to create a hub spanning 26,500 square metres that is designed to appeal to the epicurean spirit of Melburnians. The Market Pavilion will have everything from a fishmonger to a florist as well as fine dining spots.
Chadstone has invested heavily in its food offerings to match the standard of its world-class retail offering – joining an emerging global trend of shopping precincts offering fully integrated experiences to visitors.
More than fashion
According to Boyle, the addition of The Market Pavilion is not a departure from Chadstone’s core offering and ongoing commitment to shoppers – Chadstone has long been a destination for experiences beyond just fashion.
“Chadstone is already a place where people meet to dine out, shop, experience cultural events, and access daily needs and services, and The Market Pavilion will now give visitors access to premium fresh produce, artisan food and culinary delights – meaning they truly do have everything they need under the one roof,” explained Boyle.
The shopping centre now holds the title of the Southern Hemisphere’s largest fully integrated retail and lifestyle destination – its new market heart is expected to attract an additional 10 million visitors to Chadstone annually.
“At Chadstone, we’ve always believed that fashion and food are intrinsically linked––they’re both expressions of Melburnian culture, creativity, and lifestyle,” Boyle stated.
“With the opening of The Market Pavilion, we’re bringing together Melbourne’s renowned food scene with Chadstone’s existing world-class retail offering to create an unparalleled experience for our visitors,” he added.
Food for everyone
As a retail destination for both the weekly grocery shopper and occasional luxury shopper, Chadstone was determined to get the mix of food vendors and services right, all while reflecting Melbourne’s unique hospitality industry.
“We’ve worked tirelessly to ensure that the breadth of retailers capture the diversity of Australia’s food capital, and we’re confident that The Market Pavilion will quickly become a must-visit destination for foodies from near and far,” shared Boyle.
The Market Pavillion will house boutique offerings like fromagerie That’s Amore, Portuguese tart specialist Casa Nata and fresh pasta from Amalfi, to everyday grocers like Aldi, Bakers Delight and Vintage Cellars.
A combination of ready-to-eat and raw ingredients that plays into Melbourne’s culinary sensibility to both consume and create good food.
“Not only will The Market Pavilion showcase Melbourne’s epicurean spirit, it will also offer a Food Concierge with premium services and personalised shopping experiences,” Boyle said.
“We’re even offering grocery refrigeration storage where we will store your packages while you run errands, catch a movie, or meet friends for a meal,” he added.
The Food Concierge is set to be a world-first service and will remain free of cost to customers for the time being while Chadstone gauges consumer interest.
While Chadstone has retired its infamous tagline – ‘The Fashion Capital’ – it has made a play that positions itself as the cultural mecca of Melbourne. With retailers, entertainment, dining, offices and accommodation, it is becoming a miniature city.
“Chadstone is the heart of an emerging 20-minute city in Melbourne’s Southeast, and has become a place where people meet to dine out, experience cultural events, and access daily needs and services,” concluded Boyle.