The Cube Pop-Up Cinema

Tue 5th February, 2019 – Tue 19th February, 2019
Hype DC
Shop 2, 298 QV Retail Centre, Little Lonsdale & Swanston streets
Think there are no surprises left when sneaker shopping? Try a conceptual pop-up cinema at Hype DC.

This February, Hype DC will showcase some of the most pivotal moments in sneaker history.

For two weeks its QV location will host an intimate, red-curtained mini-cinema called ‘The Cube”, which will show a short film commissioned through Hype DC’s First Then. First Now campaign. The short will tell the story behind Onitsuka Tiger, one of the most innovative footwear brands around the world.

The installation takes its inspiration from the glowing neon lights of Tokyo, with an eye-catching feature wall paying homage to the art of Japanese film posters. This is fitting given the inaugural episode, Memories of Kobe, focuses on Onitsuka Tiger, the 60-year-old Japanese sneaker brand that began in the aforementioned humble portside city. Onitsuka Tiger is famous for introducing the iconic ASICS stripe in 1966, and the company was later merged into ASICS before relaunching in 2002. Uma Thurman popularised the shoes for a new generation in Kill Bill.

Memories of Kobe contrasts Kobe with the modern, urban bustle of Tokyo, as past and present collide to create a one-of-a-kind cultural identity for the brand.

This article is produced by Broadsheet in partnership with Hype DC.