Same DC Shoes brand attitude, a whole new way to experience it

A creative retail interior designed to disrupt

DC Shoes is the infamous skate brand that has been challenging the status quo since it first appeared on the scene in the ‘90s - thanks to its no-bullshit attitude and oversized confidence.

Fast-forward to the present day and skate, street and snowboarding culture is more relevant with today’s youth than ever. Always one step ahead, DC Shoes set out to create ‘a modern-day skateboarding store that defies the stereotype’. A creative retail interior design that would live and breathe its brand ethos – not only pushing skateboarding, but pushing boundaries - amplifying DC’s ownership of the category.

For both DC and CK, form always follows intent. Working as one creative force, on both brand experience design and customer experience design, we introduced a global retail design concept that was as unique as it was unapologetic. At the heart of our creative retail interior design, was the desire to elevate DC’s brand and product in line with modern skate and sneaker culture. A space where bravado meets rebellion, bringing to life the brand’s irreverent attitude to inspire today’s fearless youth. This was brought to life with the use of local skate photography, inspired by Blabac's iconic style, which provides a backdrop to the store, coupled with DC Shoes signature collision of design cues. The result? Grit meets grandeur in the world-first, DC Shoes standalone store in Sanlitun, Beijing. A creative retail interior design concept that pushes the industry forward and boldly defies the norms of the traditional skateboard retail aesthetic.

The world's first DC Shoes standalone store takes to the streets of Sanlitun, Beijing: Our global retail design concept broke the mould of skate fashion retail stores.
Flipping skateboard retail: a global retail design concept for a new generation, with a gender inclusive creative retail interior design.
Then, now, and always, DC is here to PUSH: Through creative retail interior design and modern brand experience design, DC Shoes continues owning their space.
Defying stereotypes whilst keeping the DC heritage alive: at the forefront of our creative brand experience design was to elevate DC’s product in line with modern streetwear culture.
The essence of the “DC legacy”: our creative retail interior design concept clashes beautifully with DC’s modern fashion movement to show-off their legacy and what’s coming next.

Why we're a trusted global retail design partner

"We wanted DC’s signature collision of grit and grandeur to shine through, so that the retail space would work for our true skate consumers and aspirational streetwear consumers alike. From our first kick-off through store opening, it was a pleasure to work with such a talented and hardworking crew who went the extra mile to understand our DNA while challenging us with fresh ideas.”

Michael Minter, DC Global Head of Marketing and Creative

Blabac Photography, Property of DC Shoes

Talk to us about creative retail interior design

If you are looking for a global retail design agency in London to lead your brand experience project, let’s talk. You can also check out our award winning retail interior design concepts on our work page, or take a look at our Wonder blog for all the latest creative inspiration and strategic insights.

Don’t forget you can also connect with us on LinkedIn to stay up to date.

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