It’s the start of a new year and Melrose Arch has a bouquet of fabulous new retailers who will deliver leading global trends to the precinct’s ever fashion-conscious patrons.

“The cosmopolitan and discerning shopper expects to be able to access leading international styles at the same time as their counterparts in the rest of the world which requires ensuring a vibrant tenant mix at Melrose Arch as well as a connectedness to all things cosmopolitan,” says Melrose Arch general manager Kurt Hoggan.

Referring to international trend research, Hoggan notes that, for the year ahead, there will be a move towards natural, ethical and organic products. Other trends include male grooming, alternative energy, healthy food, the rediscovery of wine, coffee houses and the evolution from custom-made to customer-made across the full array of consumer goods. “

Melrose Arch is staying ahead of vogue by adding a number of unique and dynamic retail concepts to its already exclusive tenant mix,” says Hoggan. These include organic fast-food concept Eat Lulu, the personalised beauty produce and cosmetics of Kultt, the Italian Piazza inspired Primi Forum, the stylish Mark Gold Jewels and delectable Wine Sense.

Hoggan elaborates that these exceptional new additions to Melrose Arch will be complemented by the ever-popular Melrose Arch draw cards which are currently enhancing and updating their concepts and designs. Europa has already completed a transformation of both its premises and menu to reflect a relaxed continental dining experience and included a new Fego Coffee Bar. Coco Diva and Geri’s have also recently completed refurbishments.

“Following suit with upgrades, updates and redesigns scheduled for the coming year are JB’s Corner, The Meat Co and Autopage Cellular, amongst others,” says Hoggan. He explains that originality, interactivity, service, aesthetics and quality are key to the Melrose Arch tenant mix and that all new tenants are selected with these criteria in mind.

A highly individualised sensual and interactive experience will be provided by the exclusive modern-day apothecary Kultt. The luxurious combining of essential oils, fragrances, moisturisers and other magnificent natural organic ingredients creates personalised cosmetics, beauty and skin care products. Kultt’s products are completely ‘customer-made’, to the extent that a customer can even fashion their own signature fragrances. Kultt offers everything from face masks to shampoos for both him and her and will open in February on High Street.

Ideal for the consumer with a conscience, Eat Lulu offers those who care about themselves and their environment the perfect meal on the run. Serving an array of fresh, organic and tasty options, the Eat Lulu concept is a world-first and is both interactive and involved. Its feisty commitment to the environment also means that nothing goes to waste, with any surplus donated to a local feeding scheme. The high-energy Eat Lulu will operate on High Street and is set to open in February.

Wine Sense, opening on Melrose Boulevard in February, is a fusion of wine bar and retail outlet. It features an ambience embracing the concept of a wine estate cellar with an urban edge finished in brick, marble, slate and silver. The wines on taste at Wine Sense change regularly and have been chosen with an emphasis on quality and enjoyment at varying price points. In-store guides teach clientele about wine while food reflects culinary trends. Wine and food pairing menus are specially designed to enhance the enjoyment of both. Winemaker events are offered and olive oil is available on tap. You can also enjoy a glass of bubbly and sample a selection of Single Malt.

Adding even more sparkle to Melrose Arch is Mark Gold Jewels -- well known locally and internationally for producing fabulous diamond jewellery for celebrities and sports personalities. This celebrated designer, who opened shop at Melrose Arch recently, also offers a sensational setting in which to admire the fabulous bling with a coffee shop serving Durban’s best cappuccino as voted for three years running. Mark Gold Jewels has received first place in the Anglo Gold Riches of Africa competition, two De Beers Shining Lights awarded by Nikki Oppenheimer and an Amplats Award for Platinum jewellery.

Also recently opened at Melrose Arch is Primi Forum. Individually themed to its location it absorbs and reflects the Melrose Arch vibe and is inspired by a Roman forum – reflecting the brand’s Italian heritage. This expressed in Primi’s own unique energetic style and customary sense of humour including the quirky transformation of the indoors into an outdoor piazza complete with flowing fountain and Da Vinci’s ‘Last Supper’ featured in impressive proportions. Da Vinci is an icon at Primi Forum with his passion, motivation and dynamism reflected in the energetic orange-overalled staff.

“Primi Piatti is confident, passionate and energetic – this dining alchemy is called urban energy,” said Primi Piatti brand manager Rebecca Warne.

She elaborates that this urban energy embodies the passionate determination to do things better than anyone else, which is evident in every aspect of the brand - from the restaurant design and intensely flavoured food to the iconic service method of the staff and their mantra “Work is love made visible”. 

Melrose Arch is owned by Southern Palace, a Property Partners and Amdec Property Developments joint venture.  In April 2005 the owners announced its roll-out strategy through Melrose Arch Development Company. The opening of Melrose Arch Shopping and Offices on The Piazza in December 2008 will add considerably to the overall dynamism that epitomises

Released on behalf of Melrose Arch

Kurt Hoggan
Melrose Arch General Manager
T        011 684 0002

By Marketing Concepts

Sandy Davey / Bronwen Noble
T        011 783 0700
C         083 453 6668   (Sandy)
C         082 855 4349   (Bronwen)