All that glitters is gold (themed): A closer look at Sydney’s SUBTYPE store design

Curated premium sneakers showcased in a unique setting that effortlessly blends historic architecture with digital modernism

by Julia Pott (exclusively for EuroShop.mag)

SUBTYPE first opened its doors in Sydney in 2014 as a destination for customers on the hunt for premium sneakers. In subsequent years, SUBTYPE opened more stores across Australia (in Melbourne, Adelaide, and Brisbane) and New Zealand (Auckland) featuring collections from local and global streetwear labels such as Nike, adidas, Vans, Ksubi, New Balance, ADER Error and many more.

After relocating from Sydney to Melbourne, SUBTYPE returned to Sydney at the end of 2020 with a stunning new store located at 350 George Street. The NOISE NOISE NOISE design studio took charge of the store design. // © Subtype

According to SUBTYPE, its new retail space is set within Sydney’s second oldest Heritage site, making for an exciting mix of styles. Built in 1895, the building is an example of Romanesque style, featuring six-meter-high ceilings (20 foot), stone columns, and design elements with curved arches and marble lined walls evocative of cathedrals. // © Subtype

The design studio juxtaposes this celebrated foundation with a highly modern day, glitzy interior design. Visitors are dazzled by sparkling gold surfaces, digital art, modern lighting and unexpected design elements and materials wherever they look. // © Subtype

A unique display in the center of the store instantly draws your attention: selected products are highlighted on a glass plate that hovers over a stack of gold dipped tree logs on top of a steel base, all held together by yellow zinc plated chains. It only makes sense because treasures must be protected at all costs. // © Subtype

The gold scheme is also echoed in the gold wrapped register located in front of the historic marble columns. If they haven’t already, customers will now spot another motif: the towering LED screens showcasing digital, abstract graphics. // © Subtype

Back to gold: A gold standalone cylinder is another unexpected feast for the eyes. Tunnel cut-outs on opposite sides invite customers to enter and watch exclusive seasonal brand stories. A thick carpet cushions the floor, providing an exhilarating feeling once you step in and marvel at the giant circular lighting fixtures hovering above the cylinder. // © Subtype

Store designer Blair Cooper sums up the idea behind the store’s design concept: “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.” // © Subtype

As befits a young, trendy, and communicative brand, SUBTYPE tenaciously promotes its brand on popular social media sites such as Instagram and Facebook. Here, it announces new collections and products, advertises its own collection, and calls attention to new store openings and events. // © Subtype

SUBTYPE not only aims to sell products, but also wants to provide immersive experiences for visitors. During the 2022 Melbourne Art Fair from February 17 – 20, its Melbourne store will create an immersive environment exhibiting digital artworks by Grant Stevens. SUBTYPE likes to provide a space for local and international artists who focus on modern, digital, and multidisciplinary art.