Studio McQualter Transforms Melbourne Literary Icon into MECCA’s Most Ambitious Flagship.

In the heart of Melbourne’s bustling retail precinct, a heritage building with serious literary pedigree has found its most spectacular incarnation yet. The former E.W. Cole building at 299 Bourke Street—once home to the legendary Cole’s Book Arcade—has been transformed by Studio McQualter into MECCA’s ambitious 4,000-square-metre flagship store.

Built in the 1930s by Melbourne architect Harry Norris in quintessential Art Deco style, this storied structure previously housed generations of book lovers beneath decorative plaster ceilings and original terrazzo floors. Studio McQualter’s approach wasn’t about erasing this legacy—quite the opposite. The design team meticulously peeled back decades of modern alterations to uncover and revive the building’s most compelling original features.

The restoration process revealed faience tiling originally crafted in Sunshine, Victoria, which now sits alongside newly cast terracotta-glazed tiles sourced from Darwen Terracotta in the UK. Arched Bourke Street windows have been reinstated to flood the first floor with natural light, while heritage terrazzo flooring emerged from beneath layers of retail history like archaeological treasure.

Perhaps most striking is Studio McQualter’s creation of over 20 bespoke tile designs that complement rather than compete with the original elements. The reintroduction of voids and a floating mezzanine creates fresh visual connections between levels, revealing previously hidden details including a stunning geometric plaster ceiling and intricate Aztec-patterned tiles.

Along Union Lane, newly revealed windows and additional entrances pay thoughtful tribute to Melbourne’s celebrated laneway culture, while the façade—previously diminished by an awnin—now reasserts its vertical elegance across three levels.

The interior palette celebrates material authenticity through raw concrete, restored tilework, handcrafted joinery, and a curated selection of vintage and bespoke furniture. The playful Beauty Carousel, designed by Studio McQualter as a sculptural centrepiece, exemplifies the project’s balance between reverence and innovation.

Upstairs, the Aesthetica Lounge offers luxury within the MECCA Atelier skin space through custom rugs, leather banquettes, and artworks by celebrated Australian women artists—curated by Charlotte Day. Meanwhile, Café MECCA channels Melbourne’s hospitality heritage through custom marble details and ambient lighting.

Jo Horgan, MECCA Founder and Co-CEO, comments on the project: “The significance of this space lies not in its scale but in what it represents: 27 years of evolving alongside the people who make MECCA what it is—our team, our customers and our brand partners. MECCA Bourke Street is the result of that shared journey—a space that welcomes everyone in, encourages learning, play and discovery, and reflects the culture and creative spirit of the city where it all began.”

As one of the first global beauty retailers to receive WELL pre-certification, the space integrates health and wellness principles throughout, from circadian lighting to enhanced air quality and acoustic improvements.

The result transcends nostalgic pastiche to achieve something more compelling: a spatial layering of Melbourne’s architectural narrative told through light, material, and movement. A fine example of cultural evolution in action.

[Images courtesy of Mecca. Photography by Sean Fennessy.]