Shoppers camped out from 3am to get to the front of the queue for the launch of their favourite fashion brands on Thursday, as Chadstone finally unveiled the first stage of its $660-million redevelopment.
The biggest shopping centre in the southern hemisphere looked more like a rock concert, as screaming fans cheered the opening of Swedish apparel giant H&M;'s outlet as well as a Uniqlo shop and a store for home-grown beauty star Mecca.
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Chadstone Shopping Centre expansion opens
After more than two years in construction, the first stage of the $660m expansion to Chadstone Shopping Centre is ready.
Carrie Bickmore cut the ribbon on Chadstone's new precinct, which will host more than 60 new retailers, two new dining precincts, a food gallery and a cinema.
By the middle of 2017, Chadstone will have close to 600 retailers, including some of the world's best-known luxury brands as well as Australia's only Legoland discovery precinct.
By 2020 you will be able to sleep there, with plans afoot to add a hotel to the centre.
Sephora will open it's much-anticipated second Melbourne store on Saturday and if the success of the Mecca Maxima launch is anything to go by, there will be big queues of beauty addicts lining up for the launch of the French beauty super-store this weekend.
Customers were still queuing to get into Mecca Maxima at lunchtime, after hundreds lined up from early in the morning for a chance to meet beauty blogger Chloe Morello.
Mecca Maxima's Chadstone outlet is the chain's biggest store to date and features a selfie station, a communal make up Playstation and Mandarin-speaking sales assistants.
Shoppers took to social media to show the size of the crowds and queues outside their favourite brands.
It's understood the launch, which included a performance by Australian musician Montaigne, attracted record crowds.
The big numbers are expected to continue over the weekend as more and more stores open in the new development.
he doors are opened @fashion_capital #chadstone - shoppers gone wild @3AW693 pic.twitter.com/unde76KUN9
— Donna Demaio (@donnademaio) October 12, 2016
It was such an honour to meet @ChloeMorello at Chadstone Shopping Centre today!!! pic.twitter.com/iZlWP52PLM
— Dena Soldatos (@dsoldatos_95) October 13, 2016
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