Watch: Inside Auckland's new luxury department store on track for August opening
Watch: Inside Auckland's new luxury department store on track for August opening
Auckland's retail landscape is undergoing a monumental transformation as the city prepares for the grand debut of a sophisticated new shopping destination. While traditional retail formats face global headwinds, Auckland's CBD is doubling down on high-end, experiential commerce with the revitalization of the historic Milne & Choyce building. Located at 131 Queen Street, this $30 million project led by luxury retailer Faradays is breathing new life into a heritage landmark. Spanning three levels and 3,000 square metres, the store is meticulously designed to merge international luxury standards with a uniquely New Zealand sensibility, offering everything from high-fashion apparel and artisanal homeware to curated beauty and world-class hospitality. As construction progresses toward its mid-2026 completion, the anticipation surrounding this "next-generation" department store continues to build, signaling a vibrant new chapter for the heart of the city.
Faradays is on track to open its landmark luxury department store at 131 Queen Street, Auckland, in mid-2026. The 3,000-square-metre space will occupy three levels of the heritage-listed Milne & Choyce building, featuring a $30 million renovation by Fearon Hay Architects. The destination will include curated menswear, womenswear, childrenswear, beauty, homeware, and valet parking, alongside integrated hospitality offerings and a dedicated cultural hub in the basement.
The Vision Behind Faradays on Queen Street
The announcement of Faradays' expansion into the heart of Auckland's Central Business District marks a significant pivot for the brand. Originally established in Parnell's historic Textile Centre in 2021, Faradays quickly gained a reputation as a ritzy multi-brand concept store catering to the country's most discerning shoppers. Now, CEO Edward von Dadelszen is taking that vision to a grander scale. This is not merely a move; it is a reimagining of the department store model for a modern era.
The project, estimated at $30 million, aims to create a destination that respects the customer’s time and taste. Unlike the sprawling, often impersonal department stores of the past, the new Faradays is designed to be an ever-changing curation of the best brands from New Zealand and abroad. The goal is to provide an experience that is as dynamic and fluid as the digital world, while offering the tactile and sensory benefits that only a physical flagship can provide.
By moving into the lower Queen Street area, Faradays is positioning itself at the epicenter of Auckland's luxury corridor. This area, which already hosts international powerhouses like Gucci, Dior, and Prada, is becoming a primary draw for both affluent locals and the increasing numbers of international tourists arriving via cruise ships and luxury travel networks.
Revitalizing the Historic Milne & Choyce Building
The choice of location is deeply symbolic. The Milne & Choyce building at 131 Queen Street is a heritage-listed site that once housed one of New Zealand's earliest and most beloved department stores. By returning this site to its original purpose, Faradays is honoring the architectural and commercial history of Auckland while modernizing the interior for 21st-century requirements.
Fearon Hay Architects, a firm renowned for their sensitive and sophisticated treatment of heritage structures, has been tasked with the redesign. Their vision involves blending the historic grandeur of the building—such as its scale and classic facade—with contemporary design elements like a stunning spiral staircase and high-end finishes. The renovation is not just about aesthetics; it is about infrastructure. The project includes significant structural upgrades to support the three levels of retail and the various hospitality and service additions planned for the site.
This revitalization is seen by many, including Auckland Mayor Wayne Brown, as a vital boost for the CBD. Following the closure of legacy stores like Smith & Caughey's Queen Street branch, the emergence of Faradays provides a much-needed sense of continuity and optimism for the city's retail identity.
A Three-Level Luxury Experience
The 3,000 square metres of retail space will be strategically divided across three distinct floors, each offering a unique atmosphere and curation. This vertical journey is designed to keep shoppers engaged and encourage exploration throughout the store.
- Ground Floor: This level is dedicated to discovery. It will feature a mix of contemporary brands, accessible luxury, and high-turnover categories like beauty and fragrance. The design is expected to be vibrant and inviting, drawing in foot traffic from Queen Street.
- First Floor: The first floor is where the "world-class luxury experience" truly takes flight. This level will house high-end international labels, exclusive womenswear and menswear collections, and premium accessories. It will also be the primary location for valet services and high-end hospitality, ensuring that VIP clients receive a seamless, catered experience.
- Basement: Perhaps the most intriguing part of the development is the basement, conceived as a "cultural hub." This space will move beyond traditional retail to include coffee, music, and creative activations. It is designed to be a community space where shoppers can linger, attend events, and engage with the brand on a deeper level.
This multi-layered approach ensures that Faradays remains a destination worth the journey, catering to different moods and shopping styles within a single building.
Curating the Best of Local and International Labels
While the full brand lineup is expected to be revealed in the coming months, Faradays has already established strong relationships with some of the world's most prestigious fashion houses. Its Parnell location was notable for bringing labels like Givenchy, Loewe, Christian Louboutin, and Alexandre Vauthier to the New Zealand market. The Queen Street flagship is expected to build upon this foundation while expanding into new categories.
In addition to international names, a significant focus will be placed on emerging local talent. CEO Edward von Dadelszen has emphasized that the store will be a "next-generation" platform for New Zealand designers, providing them with a high-profile stage alongside global giants. This mix of established luxury and fresh local perspective is central to the Faradays' identity, offering a shopping experience that feels both globally relevant and authentically Kiwi.
| Feature | Details |
|---|---|
| Location | 131 Queen Street (Milne & Choyce Building) |
| Total Investment | $30 Million |
| Floor Area | 3,000 Square Metres |
| Number of Levels | 3 (Basement, Ground, First Floor) |
| Expected Opening | Mid-2026 |
| Architects | Fearon Hay Architects |
| Key Offerings | Apparel, Beauty, Homeware, Hospitality, Valet |
The Role of Hospitality and Services
Modern luxury retail is as much about service as it is about products. Faradays understands that to compete with online shopping, a physical store must offer something the internet cannot: impeccable, personalized service and high-quality social spaces. The inclusion of valet parking is a major differentiator in Auckland's CBD, where parking can often be a deterrent for high-end shoppers.
Hospitality is also integrated directly into the retail environment. Rather than having a separate food court, the dining options within Faradays will be curated to match the luxury aesthetic of the store. Whether it’s a high-end restaurant on the first floor or a sophisticated coffee bar in the basement cultural hub, these amenities are designed to extend the duration of a visit and turn a shopping trip into a full-day social experience.
By creating these "dwell spaces," Faradays aims to build a loyal community of customers who see the store as a part of their lifestyle, rather than just a place to buy goods. This service-led model is increasingly seen as the future of physical retail for the luxury sector.
Impact on Auckland’s Central Business District
The arrival of Faradays at 131 Queen Street comes at a pivotal moment for Auckland. The CBD has faced challenges in recent years, including construction disruptions and the changing habits of office workers and shoppers. The closure of Smith & Caughey's Queen Street location earlier in 2025 was a significant blow to the area's prestige, leaving many to wonder about the future of the department store format.
However, the $30 million investment by Faradays and its partners (including developer Andrew Krukziener and property investor Mark Francis) represents a massive vote of confidence in the city center. This project, along with other developments like Commercial Bay and the Britomart precinct, is helping to solidify lower Queen Street as a premiere luxury destination in the Southern Hemisphere.
Mayor Wayne Brown has praised the development, noting that it will "revitalise and refresh the CBD." By bringing back the "vibe" of the classic department store but with a modern, curated twist, Faradays is expected to attract a broad range of visitors, from local residents to high-spending international tourists, providing a ripple effect of economic benefits for surrounding businesses.
Meeting the Demands of the Modern Luxury Consumer
The profile of the luxury consumer is changing. Today's high-end shoppers are more likely to value authenticity, sustainability, and unique experiences over mere brand names. Faradays is positioning itself to meet these demands by focusing on "ever-changing curation" and "international design excellence."
The store's digital offering is also a key part of the strategy. While the physical flagship is the centerpiece, Faradays is developing a world-class digital platform to ensure the online experience is just as "dynamic and fluid" as the physical one. This omnichannel approach allows customers to engage with the brand on their own terms, whether they are browsing in-store on Queen Street or shopping from home.
Furthermore, the focus on "streetwear" and "contemporary brands" alongside traditional luxury suggests that Faradays is looking to capture a younger, affluent demographic. These shoppers often mix high and low fashion and are drawn to retail environments that feel more curated and less formal than traditional department stores.
Challenges and the Path to 2026
Opening a large-scale retail development is not without its risks. The retail sector continues to face economic pressures, and the timeline for a mid-2026 opening means the project must navigate potential supply chain issues and construction delays. Additionally, some skeptics on social platforms like Reddit have questioned the viability of ultra-high-end retail in the current economic climate.
However, the leadership team at Faradays remains optimistic. They argue that by knowing exactly what the destination is—a curated, service-led luxury hub—rather than trying to be everything to everyone, they can succeed where larger, more generalized retailers have struggled. The backing of experienced property developers and the success of the original Parnell site provide a strong foundation for this ambitious expansion.
As the construction continues behind the hoardings at 131 Queen Street, the city watches with interest. If Faradays can successfully deliver on its promise of a "next-generation" department store, it may well set the template for the future of luxury retail in New Zealand.
Frequently Asked Questions
When is the new Faradays department store opening?
The store is currently on track for a grand opening in mid-2026.
Where is the new store located?
It will be located in the heritage-listed Milne & Choyce building at 131 Queen Street, in the heart of Auckland's CBD.
What types of products will Faradays sell?
The store will offer a wide range of categories including menswear, womenswear, streetwear, childrenswear, beauty, fragrance, homeware, and accessories.
Will there be dining options inside the store?
Yes, the project includes integrated hospitality offerings, featuring high-end dining on the first floor and a coffee/cultural hub in the basement.
Is valet parking available?
Yes, one of the premium services planned for the new Queen Street flagship is a dedicated valet parking service for customers.
Conclusion
The rise of Faradays at 131 Queen Street is more than just a new store opening; it is a bold statement about the enduring value of physical retail in the luxury sector. By investing $30 million into a heritage landmark and reimagining the department store as a curated, experiential destination, Faradays is providing a blueprint for how city centers can adapt and thrive in the modern era. As mid-2026 approaches, Aucklanders and visitors alike can look forward to a world-class shopping environment that celebrates both international excellence and local creativity. This project is a crucial step in the ongoing revitalization of Auckland's CBD, ensuring that Queen Street remains the premier destination for luxury and lifestyle in New Zealand.
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