Subtype Sydney designed by Melbourne creative studio, Noise Noise Noise opened for trade on 7th November 2020 in Sydney, Australia.

Built in 1895, the 350 George Street is Sydney’s second oldest heritage site. The store design concept plays homage to the architectural history of the building, and shows an appreciation of the dramatic original design details. The curved forms of the marble lined semi circular foyer, the materiality of the ornately framed bronze grand staircase, the gold glow of the lead light domed ceilings, and the textural quality of the trachyte stone facade all form conceptual references for the store environment.


With respect to the heritage overlay, Noise Noise Noise presents a memorable conceptual retail space for Subtype with their signature sense of playful allure, unexpected tactility, digitally inspired materiality and utmost confidence with colour.

To coincide with Subtype’s sister concept stores in both Melbourne and Auckland, the sneaker gallery is linear and grid-like in its form, its evenly spaced matte white shelving and rhythmic spatial composition offers a sense of order to the space. A feat in its own right, all walls are self supporting and built to not impose or effect the heritage architecture of walls or floors throughout. Central to the gallery, gold dipped sustainably sourced tree logs are stacked on steel pallets and held together with yellow zinc chain. Reclaiming the logs from a Melbourne arborist they form an intriguing reclaimed display unique to the Sydney location.

As an intended juxtaposition to the seriousness of the heritage site, the playfulness of primary yellow is tonally layered in throughout. The 6-metre long seating lounge is bulbous in effect and upholstered in yellow fur, yet shrouded with a juxtaposition of stainless steel. The fitting rooms are surrealist in approach, curved white exteriors contrast with the linear interior which is lined in reflective gold chrome, full-height LED strip lighting and clear infinity mirror. In the corner, a custom-designed yellow longhair fur chair – like a furry monster ready to play. Underfoot, custom hand-tufted rugs take inspiration from the glitch curtaining of the rear space and use various tones of yellow and mustard to create monochromatic eye-catching repetition which is reflected in the 360 degree mirrored walls.

Round form is used throughout as a hint to the original architecture. Bases to all fixtures utilise brass tube which will continue to patina over time, corners of newly built freestanding walls flow continuously with seamless curved edges, yellow zinc dipped spiral plinths are dotted throughout, and the feature of the rear space, the gold mirror feature room is space age in aesthetic and alters perspectives. The custom chromatic inspired glitch textile was developed by Noise Noise Noise and used as curtaining around the rear of the store – 3.2metres of drape creates a fantastical dreamlike softness, blurring the line between digital and physical reality.

An expressionist example of playful retail design set in a heritage site that presents another unique concept for the Subtype brand brought to life by Noise Noise Noise.