Sportsgirl on Friday launched a new activation at its Bourke Street, Melbourne store, involving artist collaborations to create a public, Instagrammable space for customers to experience.

The first Sportsgirl Studio collaboration involves digital artist Kelly Maker and coincides with the launch of a new beauty range, ‘Kelly Maker X Sportsgirl’.

“Being able to expand my creativity through working with Sportsgirl has been an amazing experience I won’t soon forget,” Maker said.

“This is one of those career highlights that can’t be diminished, from shooting with Sarah Ellen to working closely with the Sportsgirl team behind the scenes.”

The beauty range includes seven new products, including eye shadow and body mist, all based around roses.

“It has been so exciting to work with Kelly who is such a talented young Australian,” Sportsgirl Beauty buyer Kate Symons said.

“Her modern and feminine aesthetic is a perfect match for our Sportsgirl beauty range and really talks to the romantic softness of the season across beauty and fashion.”

The Sportsgirl Studio concept will continue to feature artwork from new creatives over the year.

Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.