The countdown is on for Australia’s first ever National Marshmallow Day, which will be celebrated next Friday 18 May, as part of the twelve-hour Shop the City extravaganza. For one-day only, CBD retail giants Melbourne Central, Emporium Melbourne, QV Melbourne, The Strand Melbourne, and Melbourne’s GPO will host FREE National Marshmallow Day events and activations – a tribute to the squishy balls of goodness, and a nod to the upcoming winter months.


At QV Melbourne, shoppers will enter a cosy winter village, where they can build and toast their own Smores – a national American icon – think gooey flame-toasted marshmallows, a square of chocolate (melted by the hot marshmallow), sandwiched between two digestive biscuits.


At Melbourne Central shoppers will indulge in marshmallow fondue heroing the colour ultra violet – the Pantone Colour of the Year. Dunk violet hued marshmallows into a molten purple chocolate fountain, before dusting them with edible purple glitter.

Driver Lane at The Strand Melbourne will celebrate National Marshmallow Day with a nod to nostalgia, thanks to their FREE hand-dipped Wagon Wheels activation (from 5.00pm until sold out).


Emporium Melbourne has brought Alice in Wonderland to life. In celebration of the centre’s partnership with ACMI* for the Wonderland exhibition, shoppers will be able to venture down the rabbit hole into the ‘Curiouser & Curiouser’ Room located on the Ground Floor. This stunning optical illusion, open all day, will allow shoppers to appear as small as a mouse or as big as a house – just like the movie!


Continuing with the Alice in Wonderland theme at Emporium, a pop-up bar (opening at 5.00pm) will serve shoppers bespoke cocktails in little potion bottles sealed with a ‘drink me’ tag, suitably called ‘Paint the Roses Red’, made of Archie Rose gin infused with T2 choc berry tea.

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QV Melbourne welcomes winter with Virtual / Chill: a winter village complete with a state-of-the-art new VR experience, build-your-own s’mores, fire pit, bespoke hot cocktails from Teeling Irish Whiskey, live music and more.

As cooler evenings descend over the city, the square at QV Melbourne will transform into a modern Nordic wonderland. Experience Scandinavian cabin comfort, warming food and drink, live music and the launch of a cinematic new virtual reality experience from Friday 18 May – Sunday 10 June. Best of all, the entire program is free, with complimentary food or drink every night.

Virtual / Chill will unveil an all-new completely immersive VR experience created by the multi award winning pioneers in 360˚ VR at Rapid Films. Using real footage filmed on GoPro’s newest flagship 360˚ video camera, the experience will see you soaring 2000 metres in the air past snow-capped mountains, dancing over treetops and through the valleys of the Swiss Alps.

“We are thrilled to be launching this new VR experience with QV Melbourne. Not only is this some of the first footage filmed on GoPro’s phenomenal new 360˚ camera, we have made the whole activation even more unique by turning it into a multi-sensory experience. Tactile or ‘touch’ elements will work to enhance the virtual reality in the real world,” says Rapid Film’s Executive Producer Susannah Phillips.

It is designed so the experiencer sits suspended in a paragliding harness, with cool air whisking past their face while they are immersed in Samsung’s Gear VR mobile headset.

“By replicating physical elements in the real world, the effect is really significant in creating a stronger sense of presence and immersion,” says Susannah.

At the launch on Friday 18 May, paragliders will be able to fuel up for their flight with a complimentary build-your-own S’mores Station. Pick and choose what you want ‘s’more of’, toast melting marshmallows on the open fire pit and sip steaming cocktails from the multi-award winning Teeling Whiskey, all while enjoying live music from rising star Tayla Thomas and dreamy singer-songwriter Emma Yarosh from 5pm – 10pm.

Live music will light up the following three Friday evenings from 4pm-7pm, with Emma Yarosh returning along with acoustic musician James Hall to welcome the weekends at QV Square. Performing by the light of the open fire, with marshmallows toasting, it’s the perfect nordic night out.

The sure-fire hit S’mores Station will be available from 4pm-7pm Friday 18 MaySunday 20 May and Thursday 31 MaySunday 3 June.

From Thursday 24 May – Sunday 27 May between 4pm-7pm, treat yourself to an après-ski with the Virtual / Chill Bar serving up custom made red grape, apple and spicy pear mulled wine, heated to the perfect temperature.

Warm yourself from the inside out at the Virtual / Chill Bar with complimentary hot cocktails by Teeling Whiskey from 4pm-7pm on Thursday 7 June – Sunday 10 June. Chase away the chills with Damn Fine Hot Whiskey, a blend of spices, rosemary, lemon and Teeling Small Batch Whiskey, their flagship expression matured in ex-rum barrels and bottled at 46% ABV with no chill filtration. Or if you prefer something sweeter, Teeling is reviving the Irish Coffee. Prepared with their signature Spiced Stout Syrup, orange zested cream and freshly grated nutmeg, it’s already a huge hit at NYC’s Dead Rabbit, crowned world’s best bar for two years running.

Worlds apart from other retail precincts in Melbourne, QV represents the quintessential Melbourne lifestyle. Intimate laneways in the urban precinct give visitors the freedom to wander and discover the eclectic mix of shops, cafes and restaurants at their own pace. Located on the corner of Lonsdale and Swanston Streets, QV has something for everyone with boutiques, enlightening entertainment and cosmopolitan bars and restaurants

About The Author

Katherine Ng

Katherine is not your typical Beauty Editor. Finance consultant by day and beauty and fashion addict at all other times, Katherine spends her hard-earned money helping the Australian and international economy with her never ending pursuit of everything pretty. A keen traveller, Katherine still holds dear her Melbourne roots with an overflowing wardrobe filled with black clothes, shoes and handbags. Katherine also has a deep love of food and wine, and you can find those adventures on instagram at @thegreedykat Email: Twitter: @kath_couturing Instagram: @kath_ng

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