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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.

Subtype Store
The Basement, 118 Russell Street
Melbourne VIC 3000

Weekend Staff Writer

Isabelle is an Australian writer based in Berlin.

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