Rebel chooses Melbourne for biggest store

Emporium Rebel spreads 3500 square metres – Australia’s biggest.

Rebel Sport has opened its biggest store – spreading 3600 square metres over two floors with a basketball court – at Vicinity’s Emporium Melbourne.

A half basketball court at Emporium Rebel.

The tenancy pips by c707 sqm an outlet reopened at Perth’s Joondalup last December.

It also replaces Highpoint as the sporting group retailer’s biggest Victorian branch by c1100 sqm.

Rebel fills a fourth floor space until 2020 occupied by Myer, later converted into co-work offices.

Emporium Rebel fills a space until 2020 occupied by Myer. Images: Vicinity.

The deal comes two and a half years since Vicinity locked Korean car maker Genesis into a 390 sqm ground floor store at Emporium, filling an ex-Nespresso tenancy.

In 2019 meanwhile, Fortress eSports chose the shopping centre for the southern hemisphere’s biggest eSports stadium – Fortress Melbourne – spreading 2700 sqm.

Flagship Rebel

The Emporium outlet features a ‘HER’ zone, with ‘The Fit Studio’, designed with Nike, for female shoppers “with customisable lighting in the change rooms to suit any usage scenario – be it a fitness studio, the gym or outdoor space”, a Vicinity spokesperson said.

“The flagship store has been designed to be a hyper-immersive sporting and fitness experience boasting a rooftop NBA-sized ‘Stephen Curry Rooftop Court’ half court where shoppers can shoot some hoops while taking in the Melbourne CBD landscape, a dedicated Yoga and Wellness zone, including AFL game ‘Take the Mark’ and soccer games ‘Top Bins and ‘Match the Footy’” they added (story continues below).

The southern hemisphere’s biggest eSports store opened at Emporium in 2019.
A Genesis showroom replaced a Nespresso at Emporium in 2021.

“The entire store is enveloped in custom Brolga artwork – a nod to the character and connection of Melbourne’s street art culture, and features a specially commissioned wall to ceiling mural by local Melbourne artist Rory Lynch-Wells – elevating the store far beyond the typical brick-and-mortar,” according to the representative.

Rebel general manager, Portfolio Strategy, Ryan Pittaway, said the outlet represents a new era for the company’s physical stores.

“It’s a hub where sporting enthusiasts can immerse themselves in the experience zones, play on the Stephen Curry Rooftop Court and browse the latest products from the world’s best sporting brands,” according to the executive.

Emporium Melbourne centre manager, Gordon White, described the tenancy as a game changer for the mall.

“Emphasising Vicinity’s commitment to customer needs and wants, this location [is]….a dynamic and interactive experience,” he added.

“With this opening Emporium Melbourne continues to evolve into a destination where key retail moments redefine the shopping landscape, ensuring every visit leaves a lasting and premium impression, he said.

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Marc Pallisco

A former property analyst and print journalist, Marc is the publisher of