Apple’s ambitious plan to build a global flagship store at Federation Square in Melbourne never came to life, but thanks to a new virtual tour, the design is now viewable in full 3D.
Back in 2017, Apple announced plans to open its first Southern Hemisphere flagship store. The glass-structured pavilion, co-designed with Foster + Partners, was set to transform the southeast corner of Federation Square into a sleek tech and community hub.
The store’s concept mirrored Apple’s new direction—creating inviting spaces where people could gather, attend creative sessions, and connect with technology in a meaningful way. It promised river views, open seating, and a design that aimed to blend modern architecture with public access.
Public Pushback Shuts Down Project
Despite Apple’s vision, the proposal faced strong opposition. Local residents, architects, and heritage advocates voiced their concern over the replacement of the existing Yarra Building with a private retail space. They believed the plan clashed with the civic and cultural essence of the square.
Even after Apple revised the design in 2018, critics remained unconvinced. In 2019, Heritage Victoria officially blocked the project, stating it would cause “unacceptable and irreversible detriment” to the site. As a result, the Victorian government canceled the project altogether.
Rebuilding the Dream in VR
Although the store was never built, Apple fans can now explore what could have been. Designer Filip Chudzinski recreated the store’s layout in an interactive 3D VR experience hosted on Storeteller.de. The virtual tour showcases architectural details, panoramic visuals, and Apple’s modern retail ethos.
Available for Apple Vision Pro users, the immersive model also includes wallpapers and detailed renderings that bring the unrealized design to life.
A Digital Tribute to a Lost Landmark
While Apple opened other stores in Australia, none hold the symbolic value that Federation Square does. This virtual tribute preserves the memory of what could have been a landmark Apple location—offering fans and architecture enthusiasts a chance to walk through history, even if only in digital form.
