New Hawthorn store is a retail incubation space for Swinburne student and alumni entrepreneurs

A new store will open in February 2022 at Swinburne University of Technology’s Hawthorn campus to showcase merchandise and work from students, alumni and staff.

The _now store will bring the ‘next gen_now’ spirit to life by ideating and creating this unique retail incubation space dedicated to supporting Swinburne’s creative, innovative and entrepreneurial community.  

The _now store soft launched at the Swinburne Change of Preference (COP) Expo and Afterparty at the end of 2021 for Year 12 students visiting the campus – many for the first time.

Leveraging Swinburne’s credentials in technology, creativity, and innovation, the next gen_now platform – created with leader in the tech innovation space, Deloitte Digital – positions the university as a prototype for new ways of studying. Always at the cutting edge of what’s next.

The _now store will give student, alumni and staff brands a chance to increase their exposure through a brick-and-mortar retail space. It will feature Swinburne’s new next gen_now merchandise and a boutique selection of well-known products from alumni companies, such as reusable water bottles from memobottle, environmentally friendly straws from Little Green Panda and digital art from DG DESIGNS.

Dominique Gauci, Swinburne Bachelor of Design (Communication Design) alum and founder of DG DESIGNS says, “I am thrilled to be given the opportunity to showcase my business. DG DESIGNS evolved based on the skills I acquired through my years at Swinburne. It’s great to continue a relationship with the university that helped me get to where I am today.”

“As for the store, it looks amazing. It truly exceeded my expectations in terms of the fit out – very New York warehouse meets industrial chic. Friends and family will definitely pay a visit once the semester starts up.”

The _now store has been designed and developed by Swinburne visual merchandising, marketing and communications, interior design and product design students as an incubator for the next generation of entrepreneurs.