Re-affirming Quiksilver’s brand authority in Europe’s surf capital

Designing the ultimate surfing lifestyle destination

Quiksilver’s most ambitious concept store design to date, can be found in the heart of Europe’s surfing capital, Hossegor. Collaborating with this iconic lifestyle brand on their first global retail concept, our goal was to create a blueprint that would re-affirm their brand positioning as the original and leading surfing lifestyle brand, worldwide.

As active surfers and extreme sports enthusiasts ourselves, we designed a culturally-relevant brand experience design to inspire a new generation. Our lifestyle retail destination design is less densely merchandised, with the creative retail interior design focused on product elevation, lifestyle services and brand storytelling. In-store, artist-commissioned murals and digital projections capture the energy of the surf community, bringing off-shore action in-store via webcam livestreams of the World Surf League alongside heritage content from the Quiksilver archives.

The result is a lifestyle retail destination which celebrates the brand’s role at the heart of the surfing community - past, present and future. Their new global retail concept is flexible enough to appear in any location people seek adventure, adapting it’s product offering, in-store services and brand storytelling to suit the lifestyle of the brand’s various tribes across surf, skate and snow.

Surf’s up: Quiksilver’s Hossegor Flagship store was designed to service one of the ultimate surfing resorts in the world, also home to Quiksilver’s annual Pro surf event.
Surf the racks: considered one of the ‘world’s best surf shop’ we designed a series of new service offers including wetsuit repair and surf board rentals.
Rail to Rail: we designed seamless, omni-channel retail touchpoints to easily reserve surf gear and apparel, so you can spend more time riding the waves.
All board sports welcome: Our global retail design concept delivers a scalable kit of parts which can be fully adapted to suit different brand universes - from surf to skate and snow.
Bringing the street vibes to the beachfront: our brand communications design team commissioned local artists to create bespoke in-store artwork throughout the store.

A powerful new store concept securing Quiksilver’s visibility for future generations of brand fans.

Aurthur Pommiers, Quiksilver Marketing Coordinator EMEA

Switch stance: capsule collections and community events are hosted in an adaptable launch zone in the centre of Quiksilver's lifestyle retail destination.
Life’s a beach: Quiksilver’s most creative brand experience design to date, we brought the surfing community and lifestyle to the heart of the global retail design concept.

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