project brief

Rip Curl serves real surfers and San Clemente is part of that long surf story. This freestanding location has been in the Rip Curl portfolio for years and is a staid part of the surf community. However, the building and its interior were dated and dark. Understanding the importance of their brand experience, we set about revisioning the store with the Australian based team. The first hurdle was an awkward mezzanine that housed the board collection that needed to be more accessible. The second was to maximize the verticality of the space but also brighten and lighten the experience. Lastly, to improve the shopping experience by creating a feel and flow to the space that would draw customers though. The new space is light, bright and entirely shoppable.