Identity

01 Identity 

A space for lovers of the independent, emerging and considered. 50+ brands, globally curated. This space serves as a platform for expression. 

02 History

Established in 2020 in Fitzroy North, Error404 Store was created as a gathering space for like-minded individuals and a platform for emerging artists and designers to share their work. It offered visitors the chance to see, touch, and experience art and design in person.

In December 2025, the store moved to our new home on Johnston St in Fitzroy where the mission remains.