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Since launching in October 2010 at Westfield Sydney, 100 Squared has become the global stage of choice for aspiring and talented designers to offer their creations and the destination of choice for a fashion forward audience. 100 Squared has now launched a new site at Melbourne Central executing its new fitout design concept. Further enhancing its platform of delivering the emerging designer an opportunity to showcase their inspiring and interesting work.


Justin Levy, founder or 100 Squared said “The goal was to create a more contemporary and edgier space that strongly identified with the brand in its uniqueness and stretched the boundaries of retail design. With only 10 weeks for concept development and build it was a tight schedule and the roof structure took over 4,000 nuts and bolts to keep it together! But we are overwhelmingly happy with the result.”


Inspiration was drawn from the 100 Squared brand name and the notion of deconstructing traditional retail by de-constructing space in a visual way. With 100’s of squares, 100’s of thoughts, 100’s of ideas moving overhead. “It’s a roof but its more than a roof, it’s a space layered with spaces. Its sets boundaries and stretches boundaries. Felling like a space in change. A structure in fluctuation inviting you to investigate” says Greer from Innate Design.

Design: Aych / Innate Design
Photography: Tom Blachford

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