Subtype

SYDNEY, WE’RE BACK!

29.10.20




SUBTYPE Sydney is located at 350 George Street, Sydney, Australia.

SUBTYPE opened its first door in 2014 on Palings Lane in the heart of the Sydney CBD. The minimalist space became a beacon for sleek sneakers and ready-to-wear apparel collections from local and global streetwear labels. Moving to Melbourne, at the end of 2018, saw the close of one of Sydney’s most prized boutiques, until now. SUBTYPE Sydney is back and only a stone’s throw from its former hideout in the heart of Sydney CBD.  

The new 250sqm space blends ornate architecture of the 125+ year old building with cutting-edge design. Composed by Melbourne’s NOISE NOISE NOISE design studio, the immersive new space showcases the DNA of SUBTYPE Melbourne and Auckland stores through illuminated sneaker galleries, curved forms, soft textures and unique activation spaces. The juxtaposition of this new Sydney space creates an unforgettable experience that will amaze everyone that visits.

“With respect to the heritage overlay, we present a memorable conceptual retail space for SUBTYPE with their signature sense of playful allure, unexpected tactility, digitally inspired materiality and utmost confidence with colour” says store designer Blair Cooper.

As you enter the 6-metre-high space you’ll be absorbed into a grid-like construct with long shelves housing 220 different shoes from renowned and niche labels, all circling around a stack of gold dipped tree logs wrapped in yellow zinc chains. Adjacent to this is a reflective gold wrapped register backed by a series of towering LED screens showcasing ambient graphics that echo the essence of the space. A hallway of light reaches from the counter to the back of the store with a custom 6-metre-long lounge upholstered in yellow Raf Simmons-like fur sitting on one side and digital screens and projectors above and opposite. The end of this hallway reveals a giant gold standalone cylinder with a tunnel cut-out to showcase exclusive seasonal brand stories. A chromatic glitch graphic curtain lines the back walls turning the space into a fantastical digital dream. Just like the restrooms at a conceptual restaurant, SUBTYPE’s fitting-rooms are all gram-worthy personal hideaways that are destinations of their own. The Sydney fitting-rooms apply a surrealist approach with reflective gold walls, thick tufted graphic rugs underfoot and a furry chair placed in the corner.

Within you can expect to find new seasonal collections from Aries, New Balance, NikeADER Error, CP Company, Salomon, Drôle De Monsieur, Carhartt WIP, adidas, Common Projects, Suicoke, Napa by Martine Rose, Levi's Authorised Vintage, Vans, Ksubi + plenty more.


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