Pitch Golf chooses Melbourne's Cremorne for Australian debut amid experiential retail surge
Immersive golf simulation concept Pitch Golf has committed to a tenancy at Matchworks in Cremorne for its first Australian venue.
Located on the former Bryant & May Redheads site, which is currently undergoing a major mixed-use redevelopment by Alfasi Group, the deal will include more than 2000 square metres of experiential retail, food and beverage, wellness and creative space.
The new precinct reflects a broader shift underway across Melbourne’s retail market, where experience-driven operators are increasingly outperforming traditional formats as consumers seek social, lifestyle-oriented destinations rather than purely transactional retail.
Concepts spanning immersive entertainment, mini golf, wellness, boutique fitness, competitive socialising and food-led experiences have become some of the strongest-performing retail categories.
Other successful examples include Mecca’s flagship beauty store in Melbourne, which offers customers on-site scent sommeliers, dermal therapists and hair colourists, while in the neighbouring Rodd & Gunn mensware shop, customers are treated to a bar staffed by a mixologist and a restaurant with a Michelin-starred chef.
Tom Larwill, head of retail leasing in Victoria at Colliers, says mixed-use experiential precincts are generating some of the strongest leasing demand in the market.
“We’re seeing a clear shift from traditional retail towards destination-led, experiential environments,” Larwill says.
“Mixed-use precincts that integrate food, wellness and entertainment are not only attracting stronger foot traffic, but also encouraging longer dwell times, both of which directly support higher customer spend and stronger rental performance.
“In Melbourne in particular, this evolution is accelerating as consumers prioritise that lifestyle mix. Retail is no longer just about transactions; it’s about creating compelling places people want to spend time in.
“Precincts that combine office, hospitality, retail and accommodation, like Matchworks, are outperforming, because they generate built-in demand throughout the day and week. That’s where retailers see long-term value.
“Leisure-based and experiential concepts are driving some of the strongest leasing outcomes we’re seeing, as landlords and tenants respond to changing consumer expectations post-COVID.”
Pitch Golf’s arrival also highlights the attraction of Cremorne for international operators entering the Australian market, following lifestyle hotel brand The Hoxton’s decision to launch its first Australian hotel in the same precinct.
Ruby Koop, senior executive of retail leasing at Colliers, says the entertainment concept aligns with a change in the way people socialise, work and spend their leisure time.
“Pitch Golf brings an internationally proven, experience-led concept that aligns perfectly with the way people want to socialise, work and play today,” Koop says.
“This isn’t just a retail tenancy, it’s a destination offering that will activate the precinct from day to night, draw a highly engaged audience and complement the broader hospitality, office and hotel uses being delivered at Matchworks.”
The broader Matchworks redevelopment at 560 Church Street is targeting 5-Star Green Star and 5.5-Star NABERS ratings, incorporating extensive green space, all-electric operations and ESG-focused design.
