Sweet Success: Thousands Gather at The Glen for a Celebration of Community
The Glen came alive as the return of Greatest of the Mall brought together food, culture and local pride, celebrating the best of Melbourne's suburban community.
It is often said that the strongest communities are built around shared experiences, and over the final weekend of June, that sentiment was on full display as crowds descended on The Glen Shopping Centre for the return of Greatest of the Mall.
Photo: Izy Rajapakshe | Monash Herald
The two day activation, delivered through a partnership between Vicinity Centres and Melbourne Food & Wine, attracted hundreds of visitors eager to experience the event’s exclusive culinary offering while enjoying an atmosphere that extended far beyond a traditional shopping centre promotion.
At the centre of this year’s event was renowned Melbourne food entrepreneur Raph Rashid, whose collaboration with local creative Alice Bennett (Miss Trixie Drinks Tea) produced the limited edition Milk Tea Brûlée Doughnut, created exclusively for The Glen. The bespoke creation quickly became one of the weekend’s highlights, drawing enthusiastic queues from residents across Monash and beyond.
Photo: Izy Rajapakshe | Monash Herald
The Monash Herald attended the event across the weekend, where it was evident that the activation had become much more than an opportunity to collect a complimentary doughnut. Families, friends and visitors filled the precinct, creating a vibrant atmosphere that reflected the growing importance of community focused events within Monash.
For many attendees, the event represented an opportunity to reconnect with neighbours, support local businesses and enjoy one of Melbourne’s most recognisable retail destinations in a new and engaging way. The atmosphere throughout the centre was energetic, welcoming and distinctly community-focused, demonstrating how well-executed public events can strengthen local identity while encouraging increased visitation to surrounding retailers.
Photo: Izy Rajapakshe | Monash Herald
The Glen Centre Manager Emily Curcio told the Monash Herald that the initiative was designed to celebrate both Melbourne’s shopping centre culture and the communities that make each location unique.
“Greatest of the Mall 2026 is a celebration of Melbourne’s iconic shopping centre culture and the food court favourites that bring back memories for so many people,” Ms Curcio said. “At its heart, the project is about celebrating local pride. It gives Raph Rashid and local creatives a platform to celebrate the unique personality of Melbourne’s communities through bespoke, limited edition doughnuts inspired by local flavours and stories. The result is a fun, shared experience that brings people together and transforms shopping centres into vibrant community gathering places.”
That vision was clearly reflected throughout the weekend, with visitors of all ages embracing the event and contributing to an atmosphere rarely seen outside of major festivals. Events such as Greatest of the Mall continue to highlight the evolving role of shopping centres within the City of Monash. While retail remains their primary purpose, centres like The Glen have increasingly become important civic spaces where residents gather, connect and participate in shared community experiences.
Photo: Izy Rajapakshe | Monash Herald
For local businesses, increased visitor numbers provide valuable economic benefits, while for residents, these activities offer accessible opportunities to enjoy high quality events without leaving the municipality.
As Monash continues to grow, initiatives that celebrate local identity while bringing people together will remain an important part of strengthening community connections.
If the enthusiastic response witnessed throughout the weekend is any indication, Greatest of the Mall has firmly established itself as one of Monash’s most anticipated annual community events, proving that sometimes the simplest ideas, a great venue, great food and a strong sense of community, leave the greatest lasting impression.