Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.

Join the Annual Malls & Stores of the Future Summit on 26-27 February 2027 in Melbourne, Australia, to explore the future of physical retail with industry leaders.
Dates
26–27 Feb 2027
City / country
Melbourne, Australia
Venue
Melbourne Convention and Exhibition Centre
Are you the organiser of this event?
Event overview
The Annual Malls & Stores of the Future Summit is set to take place on 26-27 February 2027 at the Melbourne Convention and Exhibition Centre.
This event brings together key stakeholders in the retail industry, including landlords, retailers, and technology providers, to discuss the evolving landscape of physical retail.
With a focus on experiential design, technology integration, and sustainable practices, the summit aims to foster collaboration and innovation among participants.
TL;DR
Attending the summit offers unique insights into the future of retail, with discussions led by industry experts on topics such as experiential retail design, AI analytics, and omnichannel strategies. Network with over 600 industry leaders and gain valuable knowledge to enhance your business strategies.
Exhibiting at the summit provides an opportunity to showcase your solutions to a targeted audience of retail decision-makers. This summit is Australia's leading forum for retail leaders, focusing on the future of physical retail. Attendees include shopping centre owners, retail brands, and solution providers shaping the future of retail.
Attendees, exhibitors & solutions
Visitor profile
Typical attendee groups you can expect to meet.
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Product categories
Key solution areas showcased across the event.
Location & Facilities
Halls & areas
1Melbourne Convention and Exhibition Centre (MCEC), South Wharf, Melbourne, Victoria, Australia
Melbourne Exhibition Centre basement car park: 1,060 undercover spaces managed by Wilson Parking, entrance off Normanby Road (2.2 m height limit). Weekend flat rate about AUD 20; weekday drive-up hourly from about AUD 18 (4+ hours about AUD 66). Can reach capacity early on busy show days - arrive early or use tram from the CBD.
1,060 spaces · A$66.00/day
Food options
On-site catering
On-site diningParking: Melbourne Exhibition Centre basement car park: 1,060 undercover spaces managed by Wilson Parking, entrance off Normanby Road (2.2 m height limit). Weekend flat rate about AUD 20; weekday drive-up hourly from about AUD 18 (4+ hours about AUD 66). Can reach capacity early on busy show days - arrive early or use tram from the CBD.
Gate: Follow organiser signage to the main visitor entrance at Melbourne Convention and Exhibition Centre for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Who runs the show
FuturePlace
Intelligence
Key market insights, trends, news and related events to help you understand the bigger picture.
Why it matters
On 2027-02-26 to 2027-02-27, Annual Malls & Stores of the Future Summit in Melbourne covering Retail technology solutions, Sustainable retail practices, Experiential design services, Data analytics for retail gives technology buyers a single calendar window to compare suppliers, validate specs on the stand, and book follow-ups before the next buying cycle - especially when your roadmap matches the published exhibitor profile.
Key trends shaping this market and its wider industry.
Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Plan your trip

Choose from the following airports, with convenient access to the event and venue.
Melbourne Airport (Tullamarine)
Melbourne's primary international gateway (Tullamarine). SkyBus, taxi, and rideshare serve the CBD and South Wharf; allow extra time in peak traffic
about 25 km by road
to venue
about 25-40 minutes by car or taxi, longer in weekday peak
by car
Secondary airport west of Melbourne serving some domestic and low-cost carriers. The Avalon City Express coach runs to Southern Cross Station, then tram or walk to South Wharf; a taxi direct to the MCEC is the fastest but most expensive option, so compare against the coach for cost
about 54 km by road
to venue
about 45-60 minutes by car
by car
A range of accommodation options near the venue and across key areas.
Pan Pacific Melbourne
USD 320–450 / night
Approximate AUD night band for 26-27 February 2027; confirm the rate when booking. Guest rating 4.5 on Google Hotels at capture; breakfast and parking are chargeable, Wi-Fi, air conditioning, fitness centre, bar, restaurant and room service are listed.
Novotel Melbourne South Wharf
USD 230–330 / night
Approximate AUD night band for the show dates. Guest rating 4.4 on Google Hotels, flagged Eco-certified and shown at roughly 31% below its usual rate at capture time. Breakfast and parking are chargeable; Wi-Fi, fitness centre, bar, restaurant and room service are listed.
Oakwood Premier Melbourne
USD 300–420 / night
Approximate AUD night band, useful for longer stays given the apartment-style inventory. Guest rating 4.2 on Google Hotels, shown at roughly 19% below its usual rate at capture time; breakfast and parking are chargeable.
The Great Southern Hotel Melbourne
USD 140–210 / night
Approximate AUD night band and the budget-conscious pick of this set. Guest rating 3.8 on Google Hotels at capture time; the Southern Cross location makes SkyBus transfers from MEL simple on arrival day.
Get around the city with these convenient transport options.
Walk
Walking distances are roughly 40 m to 350 m depending on the hotel, so most South Wharf guests never need a fare for the show-day commute.
Tram
Touch on and off with a myki card or mobile myki. Check whether your boarding stop sits inside the CBD Free Tram Zone, which does not automatically cover the South Wharf stops.
Train
Southern Cross is the practical rail interchange for regional Victoria and the airport buses; from there it is a 10-15 minute walk across the Yarra to the MCEC.
Airport bus (SkyBus)
SkyBus City Express runs frequently through the day; from Southern Cross continue on foot or by tram to South Wharf. A cheaper, slower option than a taxi but predictable in peak traffic.
Taxi
A cross-river hop rather than a real journey; drop-off is at the MCEC entrances on Convention Centre Place, which saves walking from Spencer Street in bad weather.
Rideshare
Use the designated rideshare pickup and drop-off points at the venue rather than hailing mid-road on Convention Centre Place.
Taxi
Fastest door-to-door option with luggage; the run uses the Tullamarine Freeway and CityLink, so allow extra time on weekday mornings between 07:00 and 09:30.
Taxi
A much longer western run. The Avalon City Express coach to Southern Cross plus tram is the cheaper option unless you are travelling as a group with luggage.
Weather
Late austral summer in Melbourne: February daytime temperatures typically range from about 16°C to 27°C (61-81°F), with nights around 14-16°C and a cooler breeze off the Yarra in the evening. February averages roughly 25 mm of rain across a handful of showery days rather than sustained wet weather, but conditions change quickly and a hot spell above 35°C is possible. UV levels are high even when cloudy. Pack light layers, a packable rain jacket and comfortable walking shoes for the halls, and check the Bureau of Meteorology forecast for the show week before you travel.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Australia uses 230-240V mains at 50Hz with Type I plugs (two angled pins plus an earth pin), so most European and North American devices need a travel adapter and dual-voltage chargers. Telstra, Optus and Vodafone operate 4G and 5G networks with good coverage across the Melbourne CBD, South Wharf and the MCEC precinct; travel eSIM plans can be bought before departure or at MEL arrivals. Wi-Fi in the venue and any hard-wired connections for exhibitor stands should be confirmed with the organiser or the MCEC's technical supplier when you order stand services, since connectivity in a packed hall is not a given.
Ride-hailing
Taxis
Public transit
Car rentals
Useful information to help you have a smooth and respectful visit.
Venue access and entrances
The MCEC sits on the South Wharf side of the Yarra, with entrances off Convention Centre Place and the adjoining riverside walk. The Plan Your Visit pages on mcec.com.au are the authoritative source for which entrance is open on show days, along with parking, accessibility routes and cloakroom arrangements.
Getting around the city
Melbourne's grid makes the CBD easy to walk, and trams along Spencer and Clarendon Streets connect the city to South Wharf. Buy or top up a myki card on arrival, note that the CBD Free Tram Zone does not automatically cover the South Wharf stops, and use the Transport Victoria journey planner for live routes.
Business etiquette on the show floor
Australian retail and property executives work in a direct, low-formality style: first names are normal, meetings start on time and small talk is short before the commercial discussion. Bring a specific project brief - centre size, catchment, budget stage - rather than a general company overview, and follow up by email within a few days.
Registration and badge collection
Confirm your registration and any session bookings through mallsandstoresofthefuture.com before you travel, and check whether your pass type is trade-only or admits colleagues. Carry photo ID to badge collection, as venue security may ask for it during a busy two-day event.
Money, tipping and connectivity
Prices are quoted in Australian dollars and card and contactless payment are accepted almost everywhere, with tipping optional. Mobile coverage is strong across the CBD and South Wharf, but signal inside a full exhibition hall can be patchy, so download the floor plan and your meeting schedule before entering.
Practical guides
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Destination: MEL
Melbourne Airport (Tullamarine, MEL) is the arrival airport used in all fare captures for this listing, with sample dates departing 26 February 2027 and returning 2 March 2027. Snapshot round-trip economy fares in AUD for one adult including taxes were about AUD 942 from Tokyo (NRT), about AUD 1,201 from London (LHR) and about AUD 1,818 from New York (JFK), with one- and two-stop routings generally cheaper than nonstops. Bags and seat selection often cost extra, and long-haul itineraries commonly connect via LAX, DOH, HKG, CAN, AUH, SZX, CSX or HAK, so build a connection buffer before the 26-27 February show days. Fares move quickly for late-summer Melbourne travel, so treat these as directional and recheck before booking; arriving on 25 February protects against a delayed connection.
Get to the venue and around the city with these options.
Airport → venue: Primary gateways: Melbourne Airport (Tullamarine) (MEL): about 25-40 minutes by car or taxi, longer in weekday peak; Avalon Airport (AVV): about 45-60 minutes by car. Allow road or rail time to Melbourne Convention and Exhibition Centre; on-site parking is usually available at major exhibition venues.
Hotel → venue: Precinct hotels near Melbourne Convention and Exhibition Centre: South Wharf, adjacent to MCEC: Pan Pacific Melbourne; South Wharf, adjacent to MCEC: Novotel Melbourne South Wharf; South Wharf / Southbank side of MCEC: Oakwood Premier Melbourne.
Ride-hail: Uber, DiDi, Ola and 13cabs all operate in Melbourne, and a short CBD or Southbank to MCEC trip is typically about AUD 10-18 outside surge pricing. Use the venue's designated rideshare pickup and drop-off areas rather than flagging a car on Convention Centre Place, and expect longer waits and surge multipliers when the halls empty at the end of each show day.
Public transit: Melbourne's tram and train network is the practical way in from CBD hotels. Trams running along Spencer Street and Clarendon Street stop within a short walk of the South Wharf entrances, and City Loop trains connect at Southern Cross Station, roughly 10-15 minutes on foot from the MCEC. You need a myki card or mobile myki; an approximate 2-hour fare is AUD 5.50 with a daily cap around AUD 11, and the CBD Free Tram Zone does not automatically extend to the South Wharf stops, so check before you board. Use the Transport Victoria journey planner for live timetables on the show days.
Parking: The Melbourne Exhibition Centre basement car park has 1,060 undercover spaces managed by Wilson Parking, entered from Normanby Road, with a 2.2 m height limit. Weekend parking is a flat rate of about AUD 20, while weekday drive-up rates start around AUD 18 and reach about AUD 66 for four or more hours. The car park fills early on busy show mornings, so arrive before 08:30 or park in the CBD and take the tram across to South Wharf. Allow extra time if a major event is running concurrently at the MCEC.
Plan and pack for the event climate.
Month: February 2027
Temperature: 15-26°C (59-79°F) typical; February highs ~26°C, March ~23°C
Seasonality: Late Australian summer in Melbourne. February averages about 25 mm rainfall; March about 35 mm - among the drier months, with warm days and cooler evenings.
Packing: 15-26°C (59-79°F) typical; February highs ~26°C, March ~23°C Late Australian summer in Melbourne. February averages about 25 mm rainfall; March about 35 mm - among the drier months, with warm days and cooler evenings. February 2027 15-26°C (59-79°F) typical; February highs ~26°C, March ~23°C Late Au
Plan your trip
Best day to visit: Day 2 (mid-show)
Mid-show days at Annual Malls & Stores of the Future Summit usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
D-14: Confirm your registration on mallsandstoresofthefuture.com and check whether your pass covers both 26 and 27 February 2027.
D-14: Draft a short target list - the centres, brands or technology categories you need to see - so the two show days are not spent wandering the hall.
D-13: Book flights into Melbourne (MEL) with arrival on 25 February, leaving a buffer before the opening day in case of long-haul delays.
D-12: Reserve a South Wharf or CBD hotel and check the cancellation terms; late February is still peak summer demand in Melbourne.
D-11: Buy or top up a myki card for trams and trains, and download the Transport Victoria journey planner for South Wharf routes.
D-10: Book any supplier meetings on the show floor in advance; exhibitor teams fill their diaries fastest on day one.
D-9: Check the schedule page for session times and note clashes; plan which talks you will attend live and which you will skip.
D-8: Arrange travel insurance and confirm your passport validity covers the return date.
D-7: Prepare a one-page brief on your current centre or store project - budgets, floor areas, timings - so vendors can respond with relevant proposals.
D-5: Print or download your badge confirmation, hotel voucher and airport transfer details for offline access on arrival.
D-3: Check the Melbourne forecast and pack layers, a compact umbrella and comfortable shoes for hall walking.
D-2: Confirm any evening networking function you plan to attend and its venue relative to your hotel.
D-1: Charge devices and load the MCEC floor plan; set a 07:30 alarm so you reach badge collection before the opening rush.
Show day: Carry business cards, a notebook and a charged power bank; the South Wharf halls are large and signal in crowded areas can be patchy.
Registration and hall orientation at Melbourne Convention and Exhibition Centre
Supplier meetings and product demos
Final negotiations and follow-up
Annual Malls & Stores of the Future Summit registration concourse
Melbourne Convention and Exhibition Centre
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
Melbourne Convention and Exhibition Centre
Hosted matchmaking and buyer programmes when published by the organiser.
Budget

Adjust the inputs below to create a directional event budget.
This is a directional estimate. Please verify live rates before booking.
Decision
Use this quick check to decide whether Annual Malls & Stores of the Future Summit fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For Annual Malls & Stores of the Future Summit, what is your primary role on the show floor?
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus and target suppliers align with the official exhibitor profile.
Best for
Buyers, engineers, and delegates sourcing Retail technology solutions and Sustainable retail practices solutions and benchmarking suppliers at Annual Malls & Stores of the Future Summit in Melbourne.
Min. budget
$1,615.00
Timeline
4-8 weeks before opening day for registration, hotels, and travel.
Risks
Session times and ticket tiers may change - confirm the official agenda before booking.
exhibit
You have a defined lead-generation or distributor recruitment goal for this market.
Best for
Brands and manufacturers launching Retail technology solutions and Sustainable retail practices products who need qualified meetings with the event's trade audience.
Min. budget
$7,267.00
Timeline
3-6 months for stand booking, freight, staffing, and pre-show marketing.
Risks
Booth pricing and corner premiums vary by hall - confirm with the organiser sales team.
skip
Audience, geography, or commercial goals do not justify travel and stand costs this cycle.
Best for
Teams with weak category fit, budget constraints, or overlapping commitments during the Melbourne show week.
Timeline
N/A
Risks
Skipping may mean missing buyer meetings if competitors exhibit or attend the same week.
FAQs & glossary
Frequently asked
Glossary
Also known as
Alternate names and search phrases for this event.
1 more alternate names hidden
Display a free company card at your booth, or share your professional card on the show floor.