Since its inception in 2014, SUBTYPE has become a preferred address for aficionados of sneaker styles and related streetwear, but only after being acquired by footwear giant Accent Group two years ago, its retail operations dramatically expanded. Following the initial SUBTYPE flagship store in Sydney, a second outpost opened in Melbourne in 2019, and now, only one year on, SUBTYPE has launched its first overseas store in New Zealand. Sneakers are firmly anchored in urban youth culture, and it’s no surprise that Auckland, being the country’s only major city, has been selected as location. Occupying a ground floor unit at Westfield mall, with its own entrance on Morrow Street, the store sees a renewed collaboration with creative director Blair Cooper at Melbourne-based design practice Noise Noise Noise. The design is quite detailed and layered, taking cues from the city’s lively harbour, and prominently incorporating a vibrant blue shade in the futuristic setting which seamlessly connects with the brand’s online presence. The latter is arguably best illustrated by 5-metre wide LED screens positioned at the heart of the space, featuring compelling fantastical and ambient visuals. As sneakers are a pivotal element of SUBTYPE‘s offerings, they’re given ample and prominent exposure by way of a linear and grid-like gallery which visually anchors the entire setting.
Evenly spaced shelving is paired with oversized marble shards which act as a display plinth yet feature as an artwork in its own right. Round steel tubes and blue reflective steel fins support the layered marble structure, and the display plinth sits in contrast to the orderly grid of the sneaker display walls. A warped checker board digital print is playfully used throughout the premises, including all surfaces of the fitting rooms, and beautifully ties in with the tufted wool rug and reflective blue steel walls. Adding an evocative visual layer is the lighting. Installed as an overhead tunnel through the centre of the space, it extends even further through the lens of the mirror surrounding it. Sculptural custom fixtures, crafted from glass, woven mesh, rubber or other materials, and a counter clad in a digitally tinted blue acrylic not only demonstrate the playful textural approach of the design, but also allude to its marine theme. The new SUBTYPE store carries brands exclusive to New Zealand, including A-COLD-WALL*, Li-Ning, ADER Error, Warrior and Salomon S/Lab, as well as limited edition product from Converse, Saucony, Nike and other brands.
SUBTYPE
Westfield, 277 Broadway, Shop S186
Auckland 1023
Telephone: +64 9 8869505
Mon-Wed 9-6
Thu-Fri 9-7
Sat 9-6
Sun 10-6
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
