Furniture retailer Great Dane’s new Fitzroy showroom is to host a unique pop-up concept to mark its first month of trading. Great Dane director Anton Assaad says the back roller door of the store, fronting onto Johnston St will be opened to make way for “a pop-up emporium” by Melbourne duo Noonie and Kate of The SuperCool.
The roller door creates an entry into a former delivery bay adjacent to the showroom, which is a space not being used by Great Dane. However, it was one of the reasons the 175 Johnston St site was so appealing to Anton.
“When expanding Great Dane into the Fitzroy neighbourhood, we wanted a space that not only fulfilled our needs, but also one which had several flexible spaces that we could share with and invite others into,” said Assaad.
“The delivery bay which backs onto our showroom is a great pop-up space and we’re excited The SuperCool are temporarily moving in. I envisage them to be the first of many fun and energetic neighbours for the Great Dane team, our clients and the neighbourhood.”
North Fitzroy locals Noonie and Kate have created a name for themselves by inhabiting unusual locations to celebrate and partner with established brands. From Pope Joan Cafe in East Brunswick, to the SO:ME space at South Melbourne Market and St Ali Cafe also in South Melbourne, The SuperCool showcase and sell an eclectic mix of everyday objects from around the globe.
The space, which has until now been hidden, was unveiled to the public Thursday.
“It’s in a great location within the heart of Fitzroy and on a street where the best vintage, interior and furniture designers merge together. We love the idea of having a semi-permanent space set up in Fitzroy for SuperCool fans to check out in their lunch break and on the weekends whilst they indulge in gastronomy, music, fashion and culture,” said Kate.
“We feel that we have a lot in common with Great Dane and are inspired by them celebrating their 10th birthday, their selection of products and their beautiful furniture and lighting! Ten years in any retail based business is a major celebration especially in this current environment and as we are starting out, we are in awe of this achievement.”
The SuperCool will occupy the space until the end of May.
