Same DC Shoes brand attitude, a whole new way to experience it
Objective: Design a groundbreaking retail experience that solidifies DC's role as a pioneer of skate culture.
DC Shoes is the infamous skate brand that has been challenging the status quo since it first appeared on the scene in the ‘90s - thanks to its no-bullshit attitude and oversized confidence.
Fast-forward to the present day and skate, street and snowboarding culture is more relevant with today’s youth than ever. Always one step ahead, DC Shoes set out to create ‘a modern-day skateboarding store that defies the stereotype’. A creative retail interior design that would live and breathe its brand ethos – not only pushing skateboarding, but pushing boundaries - amplifying DC’s ownership of the category.
For both DC and CK, form always follows intent. Working as one creative force, we introduced a global retail design concept that was as unique as it was unapologetic. At the heart of our creative retail interior design, was the desire to elevate DC’s brand and product in line with modern skate and sneaker culture. A space where bravado meets rebellion, bringing to life the brand’s irreverent attitude to inspire today’s fearless youth. This was brought to life with the use of local skate photography, inspired by Blabac's iconic style, which provides a backdrop to the store, coupled with DC Shoes signature collision of design cues. The result? Grit meets grandeur in the world-first, DC Shoes standalone store in Sanlitun, Beijing. A creative retail interior design concept that pushes the industry forward and boldly defies the norms of the traditional skateboard retail aesthetic.
Getting under the skin of the DC Shoes brand
"We wanted DC’s signature collision of grit and grandeur to shine through, so that the retail space would work for our true skate consumers and aspirational streetwear consumers alike. From our first kick-off through store opening, it was a pleasure to work with such a talented and hardworking crew who went the extra mile to understand our DNA while challenging us with fresh ideas.”
Michael Minter, DC Global Head of Marketing and Creative
Talk to us about creative retail interior design
If you are looking for a global retail design agency in London to lead your brand experience project, let’s talk. You can also check out our award winning retail interior design concepts on our work page, or take a look at our Wonder blog for all the latest creative inspiration and strategic insights.
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