Subtype’s new flagship store Is a sneakerhead’s paradise.

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.

The space opened 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’s new retail space defines a refined language for the brand to speak to the consumer and truly creates a significant moment for the retail landscape within Melbourne.

Source | Highsnobiety


Ellen McNeelance

20th June 2019

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