The Victoria Tourism Industry Council (VTIC) welcomes the development of Australia’s first ever Apple Global Flagship Store at Melbourne’s iconic Federation Square.
Victoria Tourism Industry Council Chief Executive Felicia Mariani said she is excited by Apple’s decision to choose Melbourne as the sixth global destination to host this unique space, as it reaffirms the city’s reputation as an innovation hub.
“The Melbourne brand has long positioned itself as Australia’s centre for the arts, culture and creativity. It makes perfect sense for Apple to select Melbourne to be part of this elite group of cities identified as epicentres for imagination,” Ms Mariani said.
“It’s the perfect exclamation point on the brand credentials we have asserted for decades,” she said.
With the flagship store projected to attract an additional two million people to Federation Square every year, VTIC views the development as an avenue to reinvigorating one of Melbourne’s most iconic landmarks.
“If the projections are reached, the benefits for the visitor economy in Victoria will be significant and VTIC will support the effort being made to realise this potential,” Ms Mariani said.
Technological advancements planned for Sydney’s Darling Harbour, and Yagan Square in Perth, have the potential to put Federation Square under threat of being leapfrogged by other spaces and its vision for the future.
“Federation Square has already seen a decrease of approximately one million visitors over the past three years, and if we want to retain our position among the Top 20 Public Squares globally, we need to continue to improve and expand on our offering and connection to visitors,” Ms Mariani said.
VTIC is encouraged by Apple’s ‘Today at Apple’ concept, which creates immersive spaces within the site that uses Apple technology to educate and inspire visitors in creative segments like music production, coding, design and photography.
“Following an extensive briefing from Apple on the detailed plans and intent for this space, VTIC can confidently say this Apple Store is not just another retail outlet,” Ms Mariani said.
“There are of course current discussions around the design and development of the site and those issues need to be discussed with the specialists in these fields,” she said.
Apple’s Global Flagship store at Federation Square is due to open in 2020 and will be the first in the southern hemisphere.