Converse has opened its first West Coast specialty retail store in Santa Monica, CA. Located at the Third Street Promenade, the Santa Monica Converse store is the Nike-owned brand’s third inline location in the United States. Customization is a key focus in this new retail location, where customers will be able to design their own footwear, apparel and accessories.
The customization options in the new store go beyond traditional screen-printing. For example, at the Converse Customization Station, individuals are able to screen-print various styles of footwear, apparel and accessories using over 150 graphics, 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 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.
The 7,000+ square foot store’s design is meant to evoke the imaginative spirit of California and fuse 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.
More than 200 different styles of Converse footwear, apparel and accessories will be available at 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.
(click images below for a closer look)
