Converse Flagship Shifts From All-American to Edgy

Converse Flagship Shifts From All-American to Edgy

Converse Flagship Shifts From All-American to Edgy 800 533 Chute Gerdeman

Converse’s 7,000 sq. ft. flagship space in Santa Monica is home to over 200 different styles of the brand’s signature footwear including Chuck Taylor All Stars, One Star, and Jack Purcell. As the brand’s first flagship store on the West Coast it also comes with a little edge.

Designed to encourage guests to “unleash their creativity,” a Canvas Customization station is the front store focus. Here guests can choose to customize sneakers, apparel or accessories to add their own unique style statement by choosing from a selection of over 150 available graphics. Print options even include graphics designed by local community artists. For shoppers that prefer a little creative guidance, you can choose to work one-on-one with an in-store Customization Maestro. Grommets, patches, and lettering can be applied, and colorful laces switched out to create a truly one-of-a-kind design.

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An open layout with concrete flooring and exposed ceiling creates an industrial feel. White brick walls delineate the different shoe collections, and reclaimed bleacher style shelves pay homage to the brand’s heritage, which was originally born as a basketball shoe. Tufted black leather benches painted with white skulls serve as seating for guests to try on shoes. And, bringing to life the brands collaborative nature, bold wall art installations showcase the talent of local artists.

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Leather studded couches, metal equipment trunk tables, and concert photography create a punk rock inspired lounge in the center of the space. Black and white converse shoes are composited to create a three-dimensional skull backdrop wall, and floor tile messages like “Hug an Anarchist Today,” “Embrace Your Darkness,” and “Never Explain Yourself” add to the rebellious energy of the space.

After 100 years in business, the brand’s Santa Monica flagship fuses community and customization, all with an edgy attitude, to stay relevant with today’s consumer.

Photo Credit: Racked | Chute Gerdeman

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