A Melbourne Landmark
The history of MECCA Bourke Street.
Once upon a time, 299 Bourke Street was the biggest, most wondrous bookstore on the planet. Founded in 1883 by E.W. Cole, beneath an iconic rainbow sign, Cole’s Book Arcade was a place that reimagined what a store could be.
With no pressure to buy – but all the wonder to explore – it was so much more than just a store. It was the place to be, drawing crowds from all around the world, including The Jungle Book author Rudyard Kipling and the ‘father of American literature’ Mark Twain.
Over 140 years later, it’s the beating heart of beauty at MECCA.
Once upon a time, 299 Bourke Street was the biggest, most wondrous bookstore on the planet. Founded in 1883 by E.W. Cole, beneath an iconic rainbow sign, Cole’s Book Arcade was a place that reimagined what a store could be.
With no pressure to buy – but all the wonder to explore – it was so much more than just a store. It was the place to be, drawing crowds from all around the world, including The Jungle Book author Rudyard Kipling and the ‘father of American literature’ Mark Twain.
Over 140 years later, it’s the beating heart of beauty at MECCA.
We Know a Good Foundation When We See One
We Know a Good Foundation When We See One
Credit: Studio McQualter
Stories and Storeys of Art
A fascination and obsession with art is intrinsic to MECCA’s DNA. Our decade-long partnership with the National Gallery of Victoria (NGV) has brought to life our highly-anticipated annual Holiday artist packaging collaboration, and the MECCA x NGV Women in Design Commission; a major ongoing series that invites internationally renowned female designers and architects to create new and important work.
Investing in the artists is imperative, of course, but no less than giving the public an opportunity to enjoy their works. MECCA Bourke Street is, at its core, a beauty store, but step inside and you’ll discover an epicentre of public art – a curation of works from prolific artists and designers across the globe. Enjoy commissions by Dutch creative duo FreelingWaters, Women in Design Commission recipient Bethan Laura Wood, celebrated creatives Christina Zimpel and Patricia Piccinini, and more major pieces curated by Charlotte Day.
Credit: Studio McQualter
Stories and Storeys of Art
A fascination and obsession with art is intrinsic to MECCA’s DNA. Our decade-long partnership with the National Gallery of Victoria (NGV) has brought to life our highly-anticipated annual Holiday artist packaging collaboration, and the MECCA x NGV Women in Design Commission; a major ongoing series that invites internationally renowned female designers and architects to create new and important work.
Investing in the artists is imperative, of course, but no less than giving the public an opportunity to enjoy their works. MECCA Bourke Street is, at its core, a beauty store, but step inside and you’ll discover an epicentre of public art – a curation of works from prolific artists and designers across the globe. Enjoy commissions by Dutch creative duo FreelingWaters, Women in Design Commission recipient Bethan Laura Wood, celebrated creatives Christina Zimpel and Patricia Piccinini, and more major pieces curated by Charlotte Day.
Icons for an Icon
The mascots of MECCA Bourke Street commemorate the beautiful backstory of this store – the vision of E.W. Cole and his weird and wonderful Cole’s Book Arcade. Inspired by the aviary that existed here in 1883, the hummingbird heralds a new chapter for MECCA, for Melbourne and for beauty; a soaring spirit of freedom and creativity, and a reminder to always look up! Find her in the little moments – like the pins worn by our Concierge team, the scarves available in the MECCA Gift Box and in other corners you’ll soon discover.
Another emblem, the golden medallions, once used by Cole as collectible, covetable tokens for the promotion and dissemination of his goodwill messages, have today been reimagined by MECCA to unlock the most marvellous of prizes and experiences.
Explore the MECCA Medallion prize pool, where every service booking goes in the running to win!
Icons for an Icon
The mascots of MECCA Bourke Street commemorate the beautiful backstory of this store – the vision of E.W. Cole and his weird and wonderful Cole’s Book Arcade. Inspired by the aviary that existed here in 1883, the hummingbird heralds a new chapter for MECCA, for Melbourne and for beauty; a soaring spirit of freedom and creativity, and a reminder to always look up! Find her in the little moments – like the pins worn by our Concierge team, the scarves available in the MECCA Gift Box and in other corners you’ll soon discover.
Another emblem, the golden medallions, once used by Cole as collectible, covetable tokens for the promotion and dissemination of his goodwill messages, have today been reimagined by MECCA to unlock the most marvellous of prizes and experiences.
Explore the MECCA Medallion prize pool, where every service booking goes in the running to win!