Addicted To Retail (ATR) presents: Hype DC - Queen Victoria Building – Sydney, Australia.
Reflective surfaces bounce light around a small space, capturing the eye of the passer by. The silver foil ceiling is carefully articulated in panels to create a subtle grid reference and linear formation.
Softness is achieved via a play on textures - clear mesh tarpaulin curtains line the concrete walls, whilst formed concrete plinths take the shape of draped fabric and sit centre place in the shopfront.
Chunky stainless steel joinery is the star of the space, sneaky inset black rubber details and glowing LED light are noticed by those who have the eye. There is a simplicity of form to ensure the product is always hero.
Grey-blue terrazzo tiled floors bring a touch of muted colour, whilst concrete rendered walls provide the perfect canvas for the premium brands Hype DC lines it’s shelves with. Sneakers are highlighted on matte black risers with custom flight tags to draw the customers eye to the most premium selection in store.
Clear cast resin shoes hand sculpted by Melbourne artist Brad Gunn have been moulded from the classics, and are scattered as artwork amongst the product on display – highlighting the sneaker as an art form in its own right.
Each product is given a home, a place to live. Everything has a purpose. Everything has a spin.