Unlike many H&M locations around the world, the Melbourne flagship had something special: an exclusive 47-piece collection designed just for Australia. Flowing fabrics, surfer-chic cuts, and earthy tones defined the launch line, tailored to suit the laid-back sophistication of the Australian lifestyle.

The store quickly became more than just a place to shop. It was a fashion destination, a meeting place, and an Instagrammable backdrop for locals and tourists alike.

As shoppers wandered through the vast 5,000-square-metre space, they were greeted by towering columns, arched ceilings, and natural light streaming in from dome windows. Designers had carefully preserved the building’s bones, integrating modern retail seamlessly into the historic structure. The central atrium, once a quiet hub of government communication, now pulsed with music, color, and energy.

Of course, not everyone agreed with turning a historic civic building into a fashion outlet. Some locals expressed concern over the commercialization of a public icon. But many others saw the conversion as a respectful adaptation—one that saved the GPO from falling into neglect or irrelevance. After all, it was better to give it a new purpose than to let it fade into the background of modern development.

And H&M didn’t just preserve the space—they activated it. The store became a platform for local fashion students, launched exclusive collections like its Metaverse-inspired line, and introduced sustainable innovation stories, all within walls that had seen centuries of change.

Today, the H&M at Melbourne’s GPO continues to strike that rare balance between heritage and modernity. Tourists marvel at the architecture; locals pop in for a new pair of jeans or a scented candle. It’s not just a store—it’s part of the city’s identity.

Where once people came to send letters and receive telegrams, now they come to explore style and reconnect with the ever-evolving pulse of Melbourne.

Take any tram that stops at Bourke Street Mall. Most trams along Bourke Street and Elizabeth Street stop right in front of the GPO.

Use Tram Stop 5 - Bourke Street Mall/Elizabeth St (Melbourne City).

It's within the Free Tram Zone, so no Myki card is needed if you're traveling inside the city grid.