D for peak season. We asked Arabella Richards, senior centre manager of Melbourne city retail at QV’s parent company Dexus Property Group, about the thinking behind the activation, the challenges facing CBD retail, and what foot traffic has been like in recent weeks.   Inside Retail: Tell me about QV Club – what is it, what does it look and feel like, what are some of the unique design elements? Arabella Richards: QV Club is a European-summer-inspired outdoor club, a haven in the heart of the city where shoppers can relax and take in the sun, eat and drink, play checkers at our inbuilt game tables and even vibe out to DJs and live music on the weekends, all the way until March. From Wednesdays to Sundays, the QV Club Bar serves cocktails, French champagne and more, via a pop-up container bar and cocktail caravan, in collaboration with one of our much-loved venues, Father’s Office. People can also grab a bite from their favourite QV food outlet via the QR code on their table.  The design for QV Club is aspirational, taking cues from the beach and rooftop clubs in Capri, the Greek Islands and Monaco. Hand-painted design elements complement an architectural archway entrance.  IR: How does QV Club fit into QV’s broader strategy to drive foot traffic during the holiday trading period this year? AR: QV Club provides a compelling place-making experience, a photogenic meeting space with a range of food, drink and entertainment options designed to drive visitation to the precinct and increase dwell time. QV Club is an always-on experience that CBD visitors can enjoy across the summer months, with a premise of spontaneity, freedom and fun – a proposition we think resonates particularly well after two years of lockdowns. IR: What are your expectations for consumer spending this holiday trading period? AR: We are anticipating concentrated spending on experiences, be it dining, entertainment, or on new-season fashion for the returning social calendar of events. In the lead-up to Christmas 2021, consumer spending on ‘treat yourself’ purchases are as common as gift-giving purchases.  IR: What has foot traffic at QV been like since Melbourne’s lockdown ended? AR: The CBD is experiencing a strong bounce back to pre-Covid levels across evenings and weekends and we’re seeing consistent weekday traffic growth due to returning office workers. This is expected to continue into the new year. IR: What are the biggest challenges facing CBD retail at the moment?  AR: One of our biggest challenges has to be the delayed return of international students, not only for the vibrancy they bring to the city, but because they’re also a key employment segment for the retail and hospitality sectors. IR: I know a lot of retailers consolidated their bricks-and-mortar store networks during Covid. How has this impacted QV? AR: We’ve seen new brands expand their footprint into the Melbourne CBD market which has been really positive. QV’s fashion precinct Albert Coates Lane has had two new openings over the last six months. Global [fashion] phenomenon Acme De La Vie opened their Australian flagship store, joined more recently by sustainable streetwear brand Afends.  IR: Are there any upcoming events or initiatives at QV that you’d like to mention? AR: The QV brand is evolving to align with the precinct’s position as a leading destination for shopping, dining and entertainment and we’re really excited to launch the new QV website among other brand executions in the new year.