Footwear retailer, Platypus, is set to open a brand new concept store in Melbourne Central.

The 600sqm store is located directly next to its competitor, JD Sports, in the centre and boasts 400sqm of retail space and nine metres of frontage – making it double the size of the biggest existing Platypus store.

The store will welcome the existing 33 brands Platypus currently stocks, as well as seven new brands: Rollie Nation, Alias Mae, Superga, Blundstone, Soludos, DC and Globe. The store will also exclusively launch and stock Garment Projects from Copenhagen.

The store will also capitalise on the experiential retail model and will provide shoppers with live music performances from a custom-made DJ booth, gaming consoles where customers can play the 'Sneaker Invaders' game, while a vending machine will dispense gifts for customers making a purchase.

CEO of Accent Group, Daniel Agostinelli, said that this new store will give customers a unique shopping experience in a competitive retail environment.

“We want to go against the grain and create a dynamic store environment where technology, product and entertainment combine to give our customers the unique shopping experiences we know they desire.

“We are tremendously excited about this store and the range that it will carry. We have very high expectations – we're putting a lot of work into [it] and the timing is perfect – and hopefully it will resonate with our customers and they'll buy from us.

“As we continue our retail expansion, we will use the Melbourne Central superstore as a blueprint for retail concepts across Australia in the coming years."

Marketing manager of Melbourne Central, Melissa Polglase, said that Melbourne Central's approach is experience-based retail and Platypus fits well in this model.

“As a go-to shopping and culture destination for Melbourne-based and visiting millennials, we’re incredibly excited to partner with Platypus in delivering its new innovative flagship store concept.

“Our approach to retail is experience first, so we’re always looking for brands who are aligned with this vision and invest in elevating the in-store experience for our visitors.”

The new flagship store has been designed by Victorian retail design and architecture business, ACRD and will be located on level one at Melbourne Central and is set to open in December.

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