Two years ago we saw the grand opening of a Converse flagship store in the SoHo district of New York City. The old skool brand has now moved west, as it recently opened another flagship store in Santa Monica, California.
More specifically, the shops is located on Third Street Promenade, which is known for tourist commerce. According to the press release, the store will focus on customized products, as there is an in-store printing machine for use on clothes, kicks, and all sorts of other gear.
SANTA MONICA, Calif. (February 14, 2012) – Today, CONVERSE Inc. announces the opening of its first West Coast specialty retail store in Santa Monica, California, the brand’s third inline location in the United States. Celebrating the global brand’s creative spirit, Converse proudly highlights its century-plus heritage and diverse product offering to bring its unique brand experience to life.
The Santa Monica store is located at the Third Street Promenade and opened Saturday, February 11. Converse Customization is the driving force behind this new retail location, where customers will have an opportunity to showcase their creative spirit and design truly one-of-a-kind footwear, apparel and accessories on a scale that has never been offered before.
“We are excited to open our first West Coast flagship in Santa Monica, bringing Converse to such a dynamic and innovative community,” said Jim Calhoun, Chief Executive Officer and President, Converse. “With this store, Converse hopes to give consumers the opportunity to unleash their creative spirit by taking customization to the next level and making our merchandise their own. We look forward to offering our most expansive product assortment yet and an unparalleled shopping experience that truly celebrates our consumer’s originality.”
The Converse Customization Experience
The West Coast flagship takes the interactive retail experience beyond traditional screen-printing, and offers the ultimate in personal expression. At the Converse Customization Station, individuals are able to screen-print various styles of footwear, apparel and accessories using over 150 graphics — more than ever before, including collaborations with local artists and designs that tie back to the Santa Monica community. Customers will also have the ability to customize the details of Converse bags, T-shirts, fleeces and hoodies by adding grommets, swapping out drawstrings, and modifying the piece to suit their individual style. Customization Maestros are available to help guide through the creative process, providing a uniquely collaborative experience that results in a truly one-of-a-kind product.
The Ultimate Retail Experience
The design of the 7,000+ square foot store evokes the imaginative spirit of California and speaks directly to Converse’s sport and rock ‘n roll heritage. The Customization station is located in the front of the store and is set against a 25-foot window backdrop that showcases the process to pedestrians. Three large skylights fill the store with natural light while bespoke wall-installations designed by local artists celebrate the brand’s DNA and reflect the local southern California lifestyle and Converse’s Santa Monica exclusive merchandise. The feature wall at the back of the store repurposes discarded high-school bleachers where footwear is also displayed.
The Santa Monica location offers a premium shopping experience that has never been offered before; inviting consumers to leave their mark on a blank canvas of white Chuck Taylor All Stars hung by their shoelaces throughout the store, offering a self-service window where guests in a hurry can pick up their shoes and go, and generally structure their visit to suit their individual preferences.
Over 200 different key styles of Converse footwear, apparel and accessories will be available for men, women and children throughout the Santa Monica location including Chuck Taylor All Star, Jack Purcell, All Star, Skateboarding, One Star and Converse by John Varvatos, as well as other premium footwear collaborations. The store will also feature a new line of men’s and women’s apparel and accessories will highlight designs from the local design and art community.
Converse Santa Monica store is open Sunday through Thursday, 10 a.m. to 9 p.m. and from 10 a.m. – 10 p.m. on Friday and Saturday. Please visit www.Converse.com for more details.