Boutique sneaker retailer, Subtype, is set to open its new Melbourne flagship store, after its owners – the Accent Group – closed its Sydney location after it acquired the business.
The conceptual, 280sqm, underground store is located on Russell Street in Melbourne and combines interactive art installations with exclusive international brands.
Melbourne creative studio, Noise, Noise, Noise designed the interior architecture of the store which features 4.2 metre high ceilings, industrial details and monochromatic colour scheme.
During the opening weekend, the flagship will also play host to an interactive Adidas 4D art installation, where guests will be able to see Adidas' new Hypervsn holographic-like technology and immerse themselves in animated class four lasers.
Accessible only through a secret passage at the back of the store, the installation not only celebrates the launch of Adidas' Alphaedge 4D, but also offers customers an exclusive experience in the store.
Speaking on the acquisition of Subtype back in September 2018, Accent Group CEO, Daniel Agostinelli, said that The Group plans to grow the Subtype business beyond Sydney and Melbourne.
“The future for Subtype is growth, with three new boutiques in the works over the next six months,” he said at the time.
“The immediate desire is to find a replacement site in Sydney and to open a store in Melbourne as soon as possible.
“We see a store potentially in every state in Australia – we're talking one store per state where it makes sense – and potentially one in New Zealand at some point,” he said.
The Subtype Melbourne flagship store will stock highly-sought after releases from brands: Ader Error, Adidas, Champion, Common Projects, Converse, Drole de Monsieur, Ksubi, M+RC, Nike, Reebok, Subtype Curated, Vans Vault, New Balance, Jacob Kane, Nudie, Resort Corps, Sandqvist, Sneaker Lab, Stepney Workers Club and Yeezy Season.
The store opened on April 20.