New name of iconic centre, first step of site’s transformation

1 August, 2023
  • Iconic Queen Street Mall destination renamed Uptown

  • Uptown sets the scene for the site’s future

  • New name and brand the first step of exciting future

Uptown Brisbane_1
Uptown debuts in BrisbaneCredit: Vicinity Centres

The iconic building at the top of Brisbane CBD’s Queen Street Mall, formerly The Myer Centre Brisbane, has been renamed Uptown.

The name captures the vision of joint owners ISPT and Vicinity Centres for the destination’s future, reflects the intended brand and market position and highlights the physical location at the top of the mall.

While the plan for the development of the centre is still in the works, the new name and brand is the first step in reimagining the iconic site’s exciting future.  

Uptown flags vertical
Uptown has opened in Brisbane's CBDCredit: Vicinity Centres

Vicinity Centres Regional General Manager, Daniel Sutton said, “Uptown will be a pivotal part of the modern identity of Brisbane’s CBD and the name reflects its standing and influence of its prime location.

“The centre’s most vibrant days are ahead with Uptown set to create lasting memories and a home for the best of Brisbane.

ISPT Regional Asset Manager, Leah Mienert added, “Uptown will reimagine Brisbane’s CBD and the Queen Street Mall for everyone, every day, and we look forward to releasing our plan that will shape the heart of Brisbane’s CBD and be worth going to town for.”

The new name sets the scene for a whole destination in the CBD, while being innately connected to it through the well referenced locally used term ‘town’.

Uptown will continue to operate and offer visitors, locals, and CBD workers a diverse mix of retail, dining and entertainment options with no impact to public transport, car park access or existing retailers within the centre.

Uptown interior
Uptown name revealed to customersCredit: Vicinity Centres
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About Vicinity Centres
We are one of Australia's leading retail property groups, who are reimagining the way Australians live, work and play. We own and manage some of the most recognisable and loved retail destinations across Australia and are evolving to transform our portfolio into destinations that offer a broad selection of retail, residential, and office spaces.
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