The former shopping centre at 206 Bourke Street in Melbourne’s CBD has reopened as The Icon, following a major investment and redevelopment by 3L Alliance.
The Chinatown location, spanning six floors and 11,845sqm, has introduced new experiences for customers. These include Ukiyo Matcha and Sandbox VR.
They join JB Hi-Fi, the Holmesglen Institute and the anchoring Michelin-starred restaurant Tim Ho Wan.
“The Icon is about creating a destination that feels distinctly Melbourne – energetic, diverse and built around experiences that give people another reason to spend time in the city,” said 3L Alliance CEO Jieshu Li. “The 206 Bourke Street site has long occupied an important position in the heart of Melbourne’s CBD. The launch of The Icon gives the precinct a stronger identity and reflects our ambition for what this destination can become.”
The new, experience-led approach to the site reflects the changing way consumers interact with Melbourne’s CBD, according to 3L Alliance marketing manager Connor Gibbons.
“We’re seeing people increasingly look for more than traditional retail when they visit the city,” he said.
“Entertainment, dining, social experiences and discovery are becoming an increasingly important part of the CBD experience, and that is at the heart of our vision for The Icon.”
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