Digital Signage for the World’s Biggest Standalone Beauty Store

MECCA Bourke St flagship store at 299 Bourke Street is the world’s largest standalone MECCA store, spanning 4,000m² across multiple levels. When MECCA opened the doors in August 2025, the store featured 18 custom digital displays designed and installed by Amped Digital.

The brief called for digital signage that elevated the retail experience without compromising the building’s heritage character. Every screen needed to work in harmony with the brand’s premium positioning and support dozens of brand partners operating simultaneously within the space.

4000m²

Store Size

Screens

125

Speakers

Challenges

The MECCA flagship project presented four distinct challenges that required careful planning from the outset.

Heritage building constraints limited installation options and required non-invasive mounting solutions throughout.
Wayfinding across multiple levels demanded signage that oriented customers clearly without cluttering the retail environment.
Content strategy for multiple brand partners required a flexible CMS capable of managing simultaneous, independent brand campaigns.
Technical integration with MECCA’s existing systems needed to be seamless, with no disruption to store operations during or after installation.

The MECCA News Room and entrance LED in action.

Our Solution

Amped Digital designed a 18-screen solution tailored to five distinct functional zones within the store. Each display was selected and positioned to meet specific objectives, from brand storytelling at the entrance to wayfinding near the escalators and on level 1.

The MECCA News Room

At the store’s entrance, a towering 1,920mm x 4,850mm LED screen creates an ever-changing editorial platform. Flanked by two adjacent LED strips (960mm x 4,850mm), this installation acts as the brand’s live “front page,” showcasing trends, campaigns, and MECCA’s editorial voice.

Above, a six-sided suspended hexagon LED structure (2,880mm x 1,620mm) draws eyes upward. Synchronised with the News Room wall below, it amplifies the entrance’s energy and ensures customers engage with the storytelling before they take their first step into the store.

The entrance’s mirrored column features a 250mm-high octagon LED “ticker” that wraps around the pillar, projecting a continuous moving message toward Bourke Street to entice passersby inside.

Industry-First Transparent Display

On Level One, hanging in front of the “Meccaversity” education space, sits a 4,500mm × 3,000mm Transparent LED screen, the first installation of its kind in Australia. Its transparent design delivers striking digital visuals without obscuring sightlines or architectural features, creating a futuristic statement piece that integrates with the heritage aesthetic.

In-Store Brand Storytelling

Throughout the ground floor, nine 750mm × 750mm Absen NX LED tiles replace traditional LCD screens on shelving units. Positioned above product gondolas, these displays provide brighter, more vibrant brand storytelling directly within the customer shopping journey, making each product zone dynamic and engaging.

A dedicated 2,000mm × 2,000mm P1.8 LED screen highlights the NARS cosmetics and skincare brand opposite the News Room, commanding attention with bold visuals mounted on a clean white wall above the product displays.

Wayfinding & Point of Sale

At the entrance, a 750mm × 2,000mm LED screen housed in a sleek clear polycarbonate enclosure delivers essential wayfinding information. Given the store’s size and variety of experiences, clear navigation ensures customers can easily find services, events, and featured areas.

Above the main point-of-sale area, two LED “ticker” screens (3,000mm and 5,000mm long, each 250mm wide) reinforce the brand message by highlighting monthly promotions and extending the visual flow through to purchase.

The Result

The MECCA Bourke St flagship welcomes more than 50,000 visitors every week. The digital signage network operates continuously across all 18 screens, supporting brand campaigns, wayfinding, and event promotions simultaneously.

Brand Positioning

The installation positions MECCA’s Bourke St store as a benchmark for retail digital signage in Australia. The transparent LED display in particular has drawn industry attention as a first-of-its-kind execution in an Australian retail setting.

Customer Engagement

Dynamic content across all 18 screens keeps the in-store environment active and responsive. Brand partners can update their display content independently, ensuring campaigns stay current and relevant throughout the product cycle.

Seamless Omnichannel Integration

The Navori and Menuzen combination means online campaign assets can be pushed directly to in-store screens, maintaining brand consistency across digital and physical channels without manual reformatting.

The flawless delivery and transformative impact of the digital installations exceeded our expectations.

Natalie Leavey

MECCA Brands’ Technology Delivery Manager

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Digital Signage for the World’s Biggest Standalone Beauty Store

Challenges

The MECCA News Room and entrance LED in action.