Quiksilver, Inc. announced it opened the doors of its Times Square store on March 22, 2003 at 3 Times Square, on the corner of 42nd Street and 7th Avenue in New York City. This latest Quiksilver Boardriders Club features 3,300 square feet of retail space with a 20-foot “wave wall” of video screens showing high-impact surfing, skating and snowboarding images — all conveying to store visitors the passion and adventure of Quiksilver’s boardriding lifestyle.
The opening of the Times Square Quiksilver Boardriders Club marks the debut of the first boardriding retailer in Times Square — a location that draws more than 30 million people per year. With a storefront that features illuminated signage and the 63-screen plasma video wall, plus a gaming kiosk to play Tony Hawk Pro Skater and Kelly Slater Pro Surfer video games, the store is uniquely designed to create an adventure for all who enter. The Times Square store will include a comprehensive product mix of clothing and accessories from the Quiksilver Young Mens, Quiksilver Boys, Quiksilveredition, Roxy and Raisins lines.
“Times Square is the world’s melting pot — a place where tourists and New York City locals alike flock to experience the latest trends and fashions from across the United States and around the globe — making it one of the world’s preeminent retail locations,” said Bob McKnight, Chairman and CEO of Quiksilver, Inc. “Quiksilver is proud to have been the market leader for boardriding clothing and accessories for more than 30 years. Our new Boardriders Club in Times Square is yet another significant step in our development as we take our authentic message to a whole new audience.”
“Our Quiksilver Champs Elysees Boardriders Club was a milestone for us when it opened several years ago as it introduced our brand and lifestyle to a metropolitan epicenter, while at the same time penetrating a whole new market,” said Bernard Mariette, President of Quiksilver, Inc. “Our strategy here is the same. With the opening of our Times Square store we continue to expand our reach. The success of our opening day surpassed the debut of our Champs Elysees store in 1998 and indicates that boardriding culture is no longer tied to geography.”
“Seeing our business in the City grow since originally taking root in SoHo in 1998 is personally gratifying as a New York native myself,” said Marty Samuels, President of Quiksilver U.S.A.’s Mens and Retail divisions. “Quiksilver has always been an innovator in fashion, products and design. To continue this legacy in our Times Square shop, weve partnered with premier local architects and designers to lend a distinctly New York flavor to the space.”
Quiksilver’s signature use of rich visuals and bright colors infuses the urban surroundings with imagery depicting the beauty, passion and adventure of boardriding. Designed by architect Steven Sclaroff, the Times Square Boardriders Club embodies a creative combination of contemporary and vintage designs, while projecting a uniquely modern beach feel. Under a canopy of 60 suspended surfboards, Sclaroff, who has designed stores for world-famous designers Donna Karan, Giorgio Armani and Kate Spade, built the wave wall, which dramatizes the original, high-end video effects created by Phillip Owens and engulfs customers in the action, passion and thrill of boardriding. Phillip Owens has also directed and produced giant video walls for rock shows, including U2.
An integral element of Quiksilver’s global branding and retail strategy, the Times Square Boardriders Club will be Quiksilver’s 69th company-owned Boardriders Club, joining 118 licensed stores and 100 more shops in licensed territories for a total of 286 Quiksilver Boardriders Clubs worldwide.
