Noise Noise Noise

Reflecting back on Hype DC’s original brand identity, the retail roll out for the concept used Hype Penrith as the testing ground. Black and grey terrazzo floors provided the basis of the elevated palette, with monochromatic black and white ‘rooms’ dividing the space in two. Reflective mirror ceilings in the premium sneaker room and front entrance added a visual juxtaposition from the clean white ceilings with linear recessed black track fittings. Fixtures were kept as a standard linear shelving system and played on the design language of repetition throughout to store. A premium approach designed for national roll out across Australia and New Zealand.