Rather than a traditional, commerce-focused retail store, we wanted to create a space to connect with the community and showcase the brand. A place where the local kids could come and hang out before or after a surf. Rather than looking at the space as to how much we needed to see per sq ft. we looking at it how much someone could learn and connect with the brand in an authentic way. we activated the space with events and also the Hurley printing press created one of a kind creations that our consumers could take part in and leave with something special. The ask was, how to we bring the energy of the Hurley campus to a consumer facing space... I think we nailed it.