The SuperCool Emporium

Nestled on an unassuming corner, in one of the few areas of Fitzroy untouched by Melbourne’s constant cultural onslaught, you’ll find The SuperCool Emporium.

Entering the store on a chilly Melbourne afternoon you’ll be warmly welcomed by Kate or Noonie, the dynamic duo behind The SuperCool. Starting as a predominantly online and pop-up venture, it is thrilling to see the store become the yardstick to measure the rest of Melbourne’s independent retail scene.

The store stocks a host of wares from cards and books to candles and cushions and, of course, a well stocked section of novelty wall hooks and Mexican table-runners.

The brainchild of the pair was conceived during their travels through South America, and since then The SuperCool has grown from nomadic pop-up store beginnings into an award winning retail concept.

The new Fitzroy emporium is the brand’s first permanent set up and it delivers its quirky product offering in a space to match. From the striking archway that takes centre stage on the shop floor, to the dishevelled perfection of the exposed brick walls, it’s hard to believe the store is in largely original condition due to the previous owners boarding everything over.

And rumour has it there are plans to utilise the space for more than just retail in the near future; a cafe and a classroom space for artisans of all disciplines are apparently also on the cards.

The SuperCool Emporium has etched its way onto the Melbourne retail scene and with an already well-established reputation, it is well on its way to becoming the preeminent destination for making the space you live in super cool!

The SuperCool Emporium
280 Nicholson St, Fitzroy 3065
Monday & Thurs – Saturday: 10am – 5pm
Sunday: 11am – 4pm