Exclusivity is the big draw card at the recently opened Subtype store in Auckland, New Zealand. So much so that fans of the high-end fashion and sneaker chain lined up overnight in wet weather ahead of the store opening to get their hands on the coveted designs in-store, most notably Kanye West’s Yeezy Boost 350 V2 “Zebra”. The store design itself is just as cool as its customer base. The creative and youthful energy of the brand shines through with neon lighting, animated walls and optica
optical illusions catching the eye.
The fitout, by international design studio Noise Noise Noise, was inspired by the moving elements of water, with a variety of textures across almost every surface bringing the theme to life.
“The Subtype brand has been built on providing a uniquely curated assortment of the most desirable streetwear and fashion brands from around the globe. In Auckland we wanted to connect with our community of New Zealand curators and build a store that provided not only a place that housed the best brands in the globe but an immersive design experience,” Liam Robson, head of Hype and Subtype said.
“The store was designed with the colour blue being the focal point as a reference to the sails and ocean that is such an important part of the city of Auckland.”
A ‘sneaker gallery’ concept invites shoppers to experience a “visual and virtual onslaught of creativity”, while sneaker side tables and plinths pop up at
every turn.
The new retail space highlights premium editions from Subtype’s from Common Projects, Drôle De Monsieur, Carhartt WIP, Adidas Originals, Asics and New Balance brands, with Nike Quickstrike, Nike Air Jordan and Converse all set to make an appearance at the store in the future.
Subtype Auckland also showcases New Zealand exclusive brands including A-Cold-Wall*, Ader Error, Warrior, Li-Ning, Salomon S/Lab, Sporty & Rich and Fear of God.
“We have been so blessed that the Auckland community has welcomed the Subtype brand with open arms and we have experienced an amazing start. We are planning to provide more meaningful experiences and bring the best from the world’s brands to this market and this year you will see many more brands hit the shores of New Zealand that will be available exclusively at Subtype,” Robson added.
