About 200 people opposing plans for an Apple store at Melbourne's Federation Square have gathered to demand the Victorian government reject the proposal.
A protest against a proposed Apple store at Melbourne's Federation Square is demanding the Victorian government reverse its decision to allow the tech giant to set up a flagship shop.
President of action group Citizens For Melbourne, Tania Davidge, told a group of about 200 people on Wednesday to join her in campaigning in the lead up to the November state election to help Victorians consider how the public space will change if the retail outlet is given a green light.
"This space is an incredibly Melbourne space," Ms Davidge said.
"It's the wrong process, the wrong location and it's the wrong design."
Ms Davidge said 100,000 signatures as well as public outcry via newspapers proved the widespread unpopularity of the plan.
Demonstrators held placards with slogans such as "culture over corporation" and shouted "our city, our square".
Town planner Colleen Peterson told the crowd there was little evidence of an thorough analysis of the pros and cons of having Apple in Fed Square.
"It's highly unlikely it's been done," Ms Peterson said.
National Trust Victoria chief Simon Ambrose said Federation Square was an architectural and engineering "marvel" used for public celebration, entertainment, protest and mourning.
He said the National Trust feared that would change if an entire section of the precinct were to be transformed to house the retail giant.
The store was announced in December without public consultation and is expected to open in late 2020 with a 20-year lease.
Premier Daniel Andrews has previously said Melbourne should embrace the store or risk it being based in Sydney.
The company has already offered a revised design for the building following initial outcry.