As HYPE’s first store on Penang Island, the Queensbay location brings together the design language that has evolved across the brand’s retail spaces, combining contemporary streetwear aesthetics with elements of art, music and community. For the new space, HYPE worked with Malaysian artist Jefr to create an exclusive artwork inspired by Penang’s local character and identity.

The artwork is permanently installed within the store, becoming part of the Queensbay environment while bringing Jefr’s distinctive visual language into the HYPE retail space. Drawing from the character of the island, the artwork reflects the relationship between HYPE, local culture and the creative community in Penang.

The artwork extends beyond the store through a limited-edition collection available exclusively at HYPE. The collection features graphic T-shirts, shopping bags, keychains and skateboards, translating the artwork across a selection of everyday pieces and collectible items.

Designed as a continuation of the artwork rather than a separate visual, the collection allows the work to exist beyond the walls of the store and become part of the everyday HYPE experience.

Through the collection, HYPE and Jefr bring together streetwear and local creative culture, with Penang serving as both the setting and inspiration behind the project.