UNIQLO this week ushered in a new era of retail in Australia with the grand reopening of its expanded Emporium Melbourne flagship, unveiling a massive 4,590 square metres of reimagined LifeWear, interactive experiences, and a renewed connection to the city it calls home. The refreshed store reflects more than just a facelift – it marks a decade of UNIQLO’s presence in Australia and a deeper investment in community, culture, and creativity.
Central to the reopening is the long-awaited arrival of UTme!, the global custom T-shirt and tote printing service that invites shoppers to design their own wearable artwork on the spot. Alongside a suite of exclusive stamp designs from local collaborators, UTme! will showcase the work of multidisciplinary Melbourne artist Beci Orpin, who has also created a major new mural for the store.
For Orpin, known for her joyful shapes, colour-driven graphics, and quietly whimsical characters, the commission was both an artistic challenge and a personal love letter to the city. “I tried to do my version of Melbourne,” Orpin tells me. “Melbourne isn’t like Sydney where you have the very obvious iconic parts… you have to search for those things here." Her mural embraces the “quieter and a bit more every day” details that locals treasure – from terrace houses and coffee culture to tram carriages and the city’s famously unpredictable skies. “I love urban nature,” she adds. “So it was looking at, you know, seasonal nature, like the possums… Or, you know, there’s penguins at St Kilda pier, like, that’s so cool.”
Working within a large-scale retail environment, Orpin collaborated closely with UNIQLO’s design team to strike the right visual balance. “Obviously, colour palette is going to be very important… you need to softly add to it,” she explains. “So I actually worked with UNIQLO on colours… a combination of them supplying colours, and me adding some complimentary colours.” Seeing the mural fully installed exceeded her expectations: “I was surprised how well it all worked”
Her UTme! designs – ranging from Melbourne landmarks to playful suns, clouds, and creatures – echo that same spirit. “Often people are like, can you dial down the cuteness? And this time, I didn’t have to,” she laughs.
But beyond its artistic collaborations, the revamped Emporium flagship has been designed with an elevated customer experience at its heart. The expansive new layout features improved navigation, modern display concepts, and an increased number of fitting rooms to ensure a smoother flow throughout the space. A refreshed UNIQLO Kids level brings playful energy and dedicated family-friendly shopping, while a new sustainability corner offers customers deeper insight into the brand’s environmental commitments and recycling initiatives.
The reopening day festivities included a traditional Japanese taiko drumming performance, ribbon-cutting ceremony, giveaways, and exclusive offers. And with its renewed layout, sustainability corner, and interactive features, the Emporium flagship promises a vibrant, future-forward UNIQLO experience – rooted proudly in Melbourne.
