Two years in the making, German camera brand, Leica’s new flagships store has set a new standard in experiential retail on Little Collins Street in Melbourne CBD – marking the expanding brick & mortar presence in a once quite street off the Paris-end of Collins Street.

The store is set to re-reimagine the buying experience – making that – an experience for those looking to purchase a camera which ranges from $2,790 to $16,000. But don't let the prices put you off - you can still walk around and have a look!

One level up you'll find a gallery currently showcasing ‘Colours of Antarctica’ by esteemed photographer, Stuart Robertson. Up the stairs from there is The Akademie which offers a studio space and room for workshops. Topping it all is the rooftop which provides an escape amidst the city’s hustle and bustle. Nestled in each level is a place for photographer lovers to stop, think, trial and talk all things cameras for the true aficionados or want-to-be’s.

The Australian Retail Report, conducted for financial technology company Ayden by KPMG, reveals Australians much prefer in-store shopping compared to their US and UK counterparts – 65 per cent and 49 per cent respectively and 48 per cent of respondents said they specifically attend physical stores for the customer service provided or to get help that they cannot get online when selecting a product – paramount to purchasing a big ticket camera.

“This isn’t just a store; it’s an experience. We’ve designed a space where Melbourne’s artistic spirit and love for photography converge - a place where enthusiasts can connect, learn, and explore” says Leica’s Managing Director, Ryan Williams.

And Leica still makes those amazing lenses!