Sneaker boutique, Subtype, recently opened an awe-inspiring flagship store in Melbourne’s iconic Hero building. The state of the art retail space was designed by Melbourne creative studio, Noise Noise Noise.
Subtype’s space-age sneaker store integrates installations, sneaker galleries, a hidden brand activation room, and fitting rooms that are sculptural installations in their own right. Next to this, the store’s bespoke, petrol green furniture is upholstered in a distinct fur-like material, lending the otherwise imposing industrial space an edge of soft sophistication.
Such visionary design elements are juxtaposed against a semi-exposed structure, further strengthening the connection between the building’s past and future. Take a look below and let us know in the comment section following if you will be paying it a visit anytime soon.
The space opened on April 20, with the launch of adidas‘ AlphaEdge 4D sneaker. The event was marked with a hypervision projection, laser art and illuminated footwear plinths that stood together with the geometric, pale green sole of the AlphaEdge 4D.
The Basement, 118 Russell Street
Melbourne VIC 3000