ARTCLUB

New Initiative was engaged to lead the PR and communications strategy for ARTCLUB: a new conceptual retail gallery by Heidi Middleton which opened in Brisbane’s James Street precinct in October 2025.

ARTCLUB presents a whole new model for creative retail and is a living expression of Middleton’s multidisciplinary world. Merging fashion, art, sculpture, and design, it offers a rare glimpse into the creative process behind the brand, with Middleton’s designs in each medium available to purchase. From the handmade garments to the curated edit of Objet Trouvé and collectible pieces sourced from Middleton’s travels, each detail speaks to her discerning eye and enduring love of craftsmanship, imperfection, and storytelling.

The opening marks a creative homecoming for the co-founder of globally celebrated fashion house sass & bide. After leaving Brisbane 25 years ago, Middleton returns to Queensland to live, work and build her new artistic hub, which resides on the same site in which sass & bide once occupied. “Re-imagining the same address through a new creative lens feels deeply poetic — like coming home — both literally and creatively” says Middleton.