When a brand invites you to a long lunch to celebrate their latest collaboration in Melbourne, you go. Find out how digital editor Louise Dunn spent 32 hours in the Victorian city including where to shop, eat, and stay.
Arrival
My flight into Melbourne on a Tuesday evening was quick, smooth, and – dare I say it – reminded me of how seamless travel across the ditch felt pre-pandemic. I booked my Uber, wheeled my suitcase down the queue, and slipped into the vehicle taking me to my next destination: The Rydges Melbourne. A spacious and modernly designed lobby greeted me and within a few presses on the self-check touchscreen, my room key was dispensed and I was on my way up to the fourteenth floor for some much needed slumber.
Day one: morning
Afforded a sleep-in due to the two hour time difference, I began my day slowly with a cup of tea, admiring the sunrise over Melbourne’s vibrant city below. The Rydges is ideally situated in the central theatre district, a stone’s throw away from Chinatown and exclusive Collins Street boutiques. There was a deceptively chilly breeze whistling about as I stepped out onto the main street and began my scan for a suitable breakfast spot. Much like London, Melbourne has a relaxed timeline with retail and hospitality opening at around 9am or even as late as 10am. Along one of the main tram lines, there were signs of life outside a corner cafe in an Empire style classical building. I took a seat at Federal Coffee, chipped away at a plate of avocado toast and thumbed through my inbox waiting for the Emporium to open.
As far as luxury shopping centres go, the Emporium Melbourne is a world class stop to kick off an injection of retail therapy. Viktoria & Woods, Camilla & Marc, Bec + Bridge – all of the Australian favourites, from Aje to Zimmerman, could be found here housed in immaculately contemporary stores. The space was expansive, spanning multiple blocks with pedestrian bridges unlocking more avenues of stores. I made my descent down to the ground floor and sauntered back to the Rydges through Chinatown for a quick outfit change. The true reason for my trip approaching: The unveiling of the Specsavers x Mimco designer eyewear collection.
Day one: midday
It was time to head to the stylish suburb of Prahan for a long lunch hosted by Specsavers at the oh-so trendy Entrecôte restaurant. A renaissance of classique French dining, Entrecôte’s elegant space had been transformed into a playful garden with bursts of florals budding with opticals, sunglasses, and the latest Mimco accessories to celebrate their newly released collaboration. Rubbing shoulders with creatives, designers, stylists, models and content creators, we shared our stories over fine food and fashioned the various spectacles to find our perfect fit on each other’s faces. I settled on the Mimco 08 – a feminine design with a square shape, softly curved edges, and a slightly raised brow. Between courses, Specsavers’ frame merchandising manager Margarita Di Margia spoke with Mimco’s head of design Lisa Tyler on bringing this three-year-in-the-making collection to life (more info on this below). And as the clock chimed three, the rows of women slowly left the building carrying small tote bags filled with new shades. Having travelled 20 or so minutes out of the CBD, I deemed it prudent to stroll around the neighbouring blocks, peering into the windows of small boutiques full of charm. Firstly, because I was curious, and secondly because I needed to allow my stomach to settle following the indulgent long lunch before another solitary stint in my hotel room.
Day one: evening
Back at the hotel, I tended to some emails, popped on Ally McBeal for company, and made dinner reservations at Yakimono – a Japanese restaurant in Melbourne’s East End. Over the course of the trip, I had the pleasure of travelling with one other Kiwi member of the press, Monique, who was just as eager to maximise every spare minute we had in Melbourne. We met up in the lobby, and made the short walk towards Little Collins Street. Yakimono was like a Japanese night club; two stories high and brazen with neon lights and ambient dining all centred around the open kitchen where their iconic fire cooking methods were on display. Given that we were still substantially full from the long lunch earlier, Monique and I kept dinner light, ordering spicy pork tan tan ramen noodles, tuna tataki with plum ponzu and nashi pear, and a side of charred broccolini dressed in sesame and macadamia, all washed down with hot sake. By the time we left, the winds had really picked up and our scenic route home, which looped us down to the Regent Theatre and back, became something of a resistance exercise. A sensation that local Melburnians are likely accustomed to.
Day two: morning
Another hazy morning glow haloed the cityscape as I boiled the kettle, pulled my outfit for the day, and drew open my laptop. I jumped online for our daily FQ standup meeting, before polishing off some unfinished writing ( we were on our spring issue deadline) and packing my suitcase to its absolute brim. Behind the Rydges sat a laneway coffee shop with no name on the window, only a neon strip sign of a men’s shoe with C-O-F-F-E-E written underneath. I would later learn that it was a local haunt called Traveller Coffee, and yes I see the irony. There was a gathering of five or so patrons dressed semi-professionally standing in the street which felt like a good omen for a good brew. I placed my order for an oat flat white and an avocado on an everything bagel to go (yes, I am a creature of habit), and admired the energy this heritage city emits as everyone makes their way to their 9-5s.
Departure
The Uber was ordered and I began my drive to the airport. When I arrived on Tuesday evening, it was approaching midnight and everything was veiled in darkness. This journey, however, allowed me to take in the city’s varying architecture, urban suburbs and industry. There were elements that felt familiar, and others which felt completely foreign. I didn’t realise just how ornate even the most derelict villas and homesteads were. It was a sobering reminder of just how young our country is and how I longed to live in – and do up – a 19th-century terraced house.
Q&A with Specsavers x Mimco
How has this collaboration differed from other collections you have worked on?
“We wanted to make sure the frames felt uniquely Mimco. Even if you were to remove the branding, we wanted the frames to still look and feel like Mimco,” says Margarita Di Maria, Specsavers frame and merchandising manager. “Designing frames with the right balance of modernity and style while appealing to both Mimco and Specsavers customers alike was an exciting prospect for both brands.”
What’s been the most rewarding part of the process for you?
“With the development process being so long, it’s been very exciting seeing the frames come to life,” says Lisa Tyler, Mimco head of design. “From the kick off brainstorm sessions, to initial sketches to first samples, the journey has been a lot fun and I have learnt so much from the Specsavers team.
“The most rewarding part has been showing our Mimco team the final range and seeing such positive reactions. That’s a great feeling, knowing three year’s worth of work has paid off, and both the Mimco and Specsavers customers are going to love the product.”
Hidden details
“Working so closely with Mimco to create the collection meant we were able to incorporate a range of unexpected and intricate design elements into the final frames. A few of my favourite design features were the subtle nod to the ‘i’ that features in the Mimco logo, which we placed sideways on front of the frames. We also threw back to Mimco’s iconic button bag with a small cross motif you’ll find on the temple tips.”
– Margarita Di Maria, Specsavers frame and merchandising manager.
In what ways does this collaboration fit into the Mimco vision?
“Mimco has a heritage rich in collaborating with partners from many different arenas that have a shared vision of creativity, craftmanship and innovation,” adds Tyler. “The Specsavers collaboration has been a perfect example of this, combining our unique skills and expertise in different fields to create something magical and unique.
“Both brands align on our commitment to a sustainable future which was an important part of our design process and our future journey, which isn’t only what both our teams are passionate about, but also what our customers love Mimco for.”
