DC opened its second Australian flagship store at 63 Surfcoast Highway, Torquay, Victoria, providing consumers with a total DC brand experience.
The store’s concept was a collaboration with design agency Akin Creative, lead by Architect Kelvin Ho with a brief to create a skate inspired retail space that doubles as a functional skate park. Features include a 38 foot wide by 10 foot high skateable quarter pipe and a 16 foot wide by 3 foot high mini ramp, both designed and built by leading ramp builder, Tom Flaherty. “It was imperative that we worked with individuals and companies that have a strong connection with skateboarding. Making a significant change in skateboarding style and performance has been DC’s mission since day one”, said Australasian DC Brand Director Alex Hawkins.
The store showcases all product categories that DC participates in, including a log cabin inspired area to display the brands snowboard boots, boards and soft good products.
It also displays certain DC memorabilia, like the shoe bike Travis Pastrana used in the 2010 Nitro Circus Tour which is on display in the architecturally designed “DC Lab”. The “DC Lab” was purpose built to showcase certain DC athlete’s collections and special DC project pieces.
To support the skateable features of the store, it also has a fully stocked skate hard goods section including the latest products from Alien Workshop, Zero, Real, Creature, Independent and Spitfire, with more brands to come.
Extending 10m long and 2m high is the store’s footwear wall. “With footwear being the category the brand was founded on, we wanted to make a powerful statement about the quality and depth of our range. We believe we have achieved this” said Hawkins.
The DC store is open 7 days a week from 9.00am – 5.30pm.