While plans for the next iteration of the Queen St Myer Centre remain vague, what is certain is its new name.
Children screaming is not something you typically want to hear while eating lunch in a food court or browsing your favourite retail stores.
In a joint statement, the centre’s owners, retail property giant Vicinity Centres and superannuation property group ISPT, said the name “captures the vision for the destination’s future, reflects the intended brand and market position and highlights the physical location at the top of the mall”. Looking interstate at projects in Victoria and NSW, Uptown will more than likely lean into Vicinity’s speciality: mixed-use precincts that offer retail, residential and commercial.
There’s an argument for Uptown to continue offering affordable shopping for the vast majority, a sentiment reflected by ISPT regional asset manager Leah Mienert who maintained the reimagined centre would be “for everyone, every day”.
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