Rebel: Rebel Emporium billboard

Sporting giant Rebel tasked The General Store to design and implement a state-of-the-art outdoor retail experience at Rebel’s flagship store at premium shopping centre Emporium in Melbourne last year.

The General Store and Rebel collaborated with Brolga, a world-renowned street artist to create a series of sporting characters that embodies Rebel’s core ethos: the transformative power of sport. The result is an expansive street art mural featuring characters that transform from 2D into 3D, coming to life in front of viewers’ eyes.

The morphing billboard is a 60-metre storefront out-of-home display, capturing the essence of Melbourne’s street art culture, combined with the high energy and transformative power of sport.

Brolga’s artwork continues throughout Rebel’s store, from in-store murals to 70 pieces of bepsoke digital artwork.