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

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.  

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.