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225 Forest
225 Forest
1945, Placentia Avenue, Costa Mesa, CA, United States
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225 Forest
1945, Placentia Avenue, Costa Mesa, CA, United States
For a new
lab store featuring multiple brands, the challenge was to provide a design
concept that was authentic to a lifestyle of skateboarding, surfing, music and
art. This new concept store was
conceived as a space designed for and by kids; a safe place to hang out, a
place to be inspired by-and to give inspiration to-those in the boarding and
surfing culture. In response to the
challenge, the architect developed four ideas that helped evolve a concept for
the store:Blurring The Lines – The design of the store would blur
the line between being served and serving. The “back of house” space would be
eliminated: all concealed service functions would occur in the public
space. The formal delineation between
the salesperson and the shopper would dissolve:
the person running the store may be a friend or another trusted source
for music, art, or clothes. The cashwrap
becomes less formal, and more of hang-out.The Experience – The store design and the operation
of the store would all be part of the lifestyle experience. As with Uchronia at “The Burning Man
Festival” in BlackRockDesert,
the individual ideas of many people become an evolving built form. The concept’s strength lies in the
flexibility of the space to adapt, alter, and evolve through the input of the
client, the architect, the merchandisers, the artists, the salespeople and the
customers.Reuse – The elements used to create the
store design would be sourced from what can be found. This can be the repurposing of a building as
well as the adaptation of found materials and furniture.Breaking The Rules – The store design confounds
societal rules of behavior in a public space.
Kids are invited to do things that normally aren’t acceptable: sit on
display fixtures, draw on cardboard display boxes, hang out at the cash wrap.The lab
store occupies an old light industry warehouse with a new sky-lit wood shaft piercing
through the roof. A garage door defines
the entry, dissolving the typical storefront and providing a welcoming canopy
when open. Plywood boards slide on rails
on the building exterior to provide surfaces for “wild” postings. Once filled with postings, the boards move
inside to a perimeter rail and act as artwork and surfaces for new postings
related to the clothing.
A ramp
projects through the entry, providing access to a central platform made of
stacked plywood which has product display and a cashwrap “hang-out”. A wall of woven garden hose flanks the rear
long side of the platform. The hose wall
symbolically evokes the suburban roots of the skateboarders and, metaphorically,
the water roots of the surfers. The
pattern of the hose wall is determined by the compilation of data on the wave
pattern in Huntington Beach
over an arbitrary period of time. Each
hose represents one day at 6am. The wave
height that morning determines the hose color and the wave period determines
the hose length. Black and dark greens
represent the shallow waves, orange represent the deep waves.
The plywood
platform slides in under the cedar planked skylit shaft. A huge durock art wall floats in the skylit
shaft, providing a canvas for artists-in-residence. Dressing rooms occupy the back side of the
art wall.
The
perimeter shelving consists of found wooden pallets that have been sandblasted
and clear-coated. Roll-down covers of
waxed canvas conceal overstock, and provide flexibility for “product stories”. Clip-in vertical and horizontal fluorescent
fixtures provide a flexible method to light these product stories. Two rails, welded high up on the pallet
shelving standards, provide rails for rolling wild posting boards and mirrors.
Salvaged
fluorescent light reflectors were refitted and ganged together to create
floating ceilings, defining more intimate spaces within the large open
space. Two sets of these lights was
mounted to overhead carriages that ride the length of the open space on a
double track in the ceiling. Clip-on
socket reflectors are freely distributed throughout the space.
Freestanding
fixturing was created from reused materials, such as cardboard boxes, apple
crates, moving blankets, scaffolds, and vintage furniture and industrial
artifacts.
The first
store location is to be completed in July 2009 in Laguna Beach, CA.
lab store featuring multiple brands, the challenge was to provide a design
concept that was authentic to a lifestyle of skateboarding, surfing, music and
art. This new concept store was
conceived as a space designed for and by kids; a safe place to hang out, a
place to be inspired by-and to give inspiration to-those in the boarding and
surfing culture. In response to the
challenge, the architect developed four ideas that helped evolve a concept for
the store:Blurring The Lines – The design of the store would blur
the line between being served and serving. The “back of house” space would be
eliminated: all concealed service functions would occur in the public
space. The formal delineation between
the salesperson and the shopper would dissolve:
the person running the store may be a friend or another trusted source
for music, art, or clothes. The cashwrap
becomes less formal, and more of hang-out.The Experience – The store design and the operation
of the store would all be part of the lifestyle experience. As with Uchronia at “The Burning Man
Festival” in BlackRockDesert,
the individual ideas of many people become an evolving built form. The concept’s strength lies in the
flexibility of the space to adapt, alter, and evolve through the input of the
client, the architect, the merchandisers, the artists, the salespeople and the
customers.Reuse – The elements used to create the
store design would be sourced from what can be found. This can be the repurposing of a building as
well as the adaptation of found materials and furniture.Breaking The Rules – The store design confounds
societal rules of behavior in a public space.
Kids are invited to do things that normally aren’t acceptable: sit on
display fixtures, draw on cardboard display boxes, hang out at the cash wrap.The lab
store occupies an old light industry warehouse with a new sky-lit wood shaft piercing
through the roof. A garage door defines
the entry, dissolving the typical storefront and providing a welcoming canopy
when open. Plywood boards slide on rails
on the building exterior to provide surfaces for “wild” postings. Once filled with postings, the boards move
inside to a perimeter rail and act as artwork and surfaces for new postings
related to the clothing.
A ramp
projects through the entry, providing access to a central platform made of
stacked plywood which has product display and a cashwrap “hang-out”. A wall of woven garden hose flanks the rear
long side of the platform. The hose wall
symbolically evokes the suburban roots of the skateboarders and, metaphorically,
the water roots of the surfers. The
pattern of the hose wall is determined by the compilation of data on the wave
pattern in Huntington Beach
over an arbitrary period of time. Each
hose represents one day at 6am. The wave
height that morning determines the hose color and the wave period determines
the hose length. Black and dark greens
represent the shallow waves, orange represent the deep waves.
The plywood
platform slides in under the cedar planked skylit shaft. A huge durock art wall floats in the skylit
shaft, providing a canvas for artists-in-residence. Dressing rooms occupy the back side of the
art wall.
The
perimeter shelving consists of found wooden pallets that have been sandblasted
and clear-coated. Roll-down covers of
waxed canvas conceal overstock, and provide flexibility for “product stories”. Clip-in vertical and horizontal fluorescent
fixtures provide a flexible method to light these product stories. Two rails, welded high up on the pallet
shelving standards, provide rails for rolling wild posting boards and mirrors.
Salvaged
fluorescent light reflectors were refitted and ganged together to create
floating ceilings, defining more intimate spaces within the large open
space. Two sets of these lights was
mounted to overhead carriages that ride the length of the open space on a
double track in the ceiling. Clip-on
socket reflectors are freely distributed throughout the space.
Freestanding
fixturing was created from reused materials, such as cardboard boxes, apple
crates, moving blankets, scaffolds, and vintage furniture and industrial
artifacts.
The first
store location is to be completed in July 2009 in Laguna Beach, CA.
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