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Subtype has just unveiled its first Melbourne concept store. Located in an underground bunker on Russell St, in the heart of the CBD district, the store promises to inject heritage and humour into the local scene. In the Sydney-based brand’s own words, it’s a ‘concrete solution to a curated gallery’ that aims to elevate the status quo of retail transactions.
The space itself is divided into two halves, with sneakers and apparel splitting everything down the middle. Layers of industrial glass, dark mirrors and hard surfaces add a space-age feel to the cavernous space. At the back of the retail environment, a secret VIP room is devoted to product-based installations and customer experiences. For opening night, adidas installed a 4D room packed with green-tinged laser beams that showcased their latest 4D technology.
With brands like Resort Corps, Ader Error, Drôle De Monsieur and PAM sitting alongside the big athletics brands, the overall selection is a fresh mix of contemporary style. Opening day product highlights included the adidas AlphaEDGE 4D, the atmos x Nike collaboration, and the Air Max Tailwind IV. A few recent gems were also stockpiled and unleashed on the day, including the adidas Yung 1.
Subtype Melbourne is open 10am to 6pm, except for Fridays when the store is open until 9pm.
SUBTYPE
The Basement, 118 Russell Street, Melbourne VIC 3000
www.subtypestore.com
