VOLCOM – Retail Design
Entrusted to redefine Volcom’s global retail design, our concept deliberately steered away from the homogenized, clean-cut and ultimately forgettable styling found in many sports retail spaces. Instead, we worked to strengthen the unique nature of the brand with its original core values as an independent and raw ‘LA Skate Punk’ label.
The style is rough, worn, anarchic and ‘skated’. Forms, materials and textures recall underground, urban environments. Fixtures parallel classic elements of skate parks and all fixings are heavy duty and visible. The surfaces are rough, tagged and scratched back. Weathered and worn sticker-art is deployed haphazardly; with customers able to add their own locally specific touches. Rusted, corten steel lighting fixtures illuminate the space, supported by hefty chains and ceiling brackets. Sunburst, indie, bleached, double exposed and sprocket marked photographic elements, reflect the apparel ranges. Anarchic black and white patterns denote the strong aesthetic of skate punk’s graphical expression.