Culture, Design, Fashion: where the minority is the majority.

There’s a set of stairs in Brisbane which lead to an underground palace where the fashionable become unfashionable. On your descent, black wallpaper with a pattern of a repeated logo appears regal to your eyes. This is the relocated Apartment. Your apartment: Complete with a walk in shoe wardrobe, change rooms, toys, records, lounge, mags and a TV. A shining rock wall glistens on one entire side. A quick question resolves where it came from: it was here. Above, reflective black roof panels mirror movements below. Looking around it’s quick to consider that this is no ordinary space. Its unique appeal announces volumes about the belief of brothers Ben and Nick, both under 25, behind the store concept. They’ve created a space to revise and refresh the senses. The fashionable become unfashionable here, as everything is new. The trend ended yesterday. This is not where they start. This is where they live and die on the backs of the people and the soles of the feet who step up into the light. Already the new store has achieved national and international acclaim. Sneaker Freaker, Ubiq, Josh Goot, Undefeated, Rittenhouse and more transpire here. Go below for a sample of one of the most innovative store concepts in recent memory.