{"id":20059,"date":"2010-12-03T11:57:15","date_gmt":"2010-12-03T19:57:15","guid":{"rendered":"http:\/\/www.boardistan.com\/?p=20059"},"modified":"2010-12-03T15:00:17","modified_gmt":"2010-12-03T23:00:17","slug":"thalia-surf-shop-expands-with-vans","status":"publish","type":"post","link":"http:\/\/www.boardistan.com\/?p=20059","title":{"rendered":"Thalia Surf Shop Expands With Vans"},"content":{"rendered":"

\"Img<\/a><\/p>\n

When Laguna Beach, California\u2019s Thalia Surf Shop<\/a><\/strong> owner Nick Cocores’<\/strong> discovered that the art gallery next door was packing it in he realized it was the perfect opportunity to not only expand his retail footprint, but also to partner with a popular brands.<\/p>\n

\"Img<\/a>\u201cWe approached Vans<\/a><\/strong> with the space coming available and asked them if they wanted to work with us,\u201d Cocores said (pictured right with Steve Van Doren<\/strong>). \u201cThey were totally supportive and wanted to get on board. And so here we are.\u201d<\/p>\n

Thalia has carried Vans since the shop opened in 2001 but because the the cozy size of the shop the shoes were limited to a small wall section where Cocores was able to display 25-30 pairs of shoes. But now with close to 900 feet devoted to the brand he can obviously show more. \u201cWe can probably have 100 shoes in here now,\u201d he said looking over the new Vans Thalia Surf Shop space.<\/p>\n

Follow the jump for the rest of the story
\nThe retail design of the Van\u2019s side is one of the first projects new Vans Director of Environmental Design Michael Hurst<\/strong> has completed since arriving at the company a little over two months ago. \u201cWe did this all in three weeks,\u201d Hurst said. \u201cI designed it over a weekend, presented it on Monday, and we started rolling.\u201d<\/p>\n

Hurst design job was to blend the Vans store with the strong design and graphic sensibilities that Cocores has established with his shop. \u201cWe worked to mesh the bohemian surf culture with Vans,\u201d Hurst said. \u201cWe used the same ceiling treatments. And we used a lot of found pieces that speak to Vans Heritage. We worked to tie the two together.\u201d<\/p>\n

Much of the store\u2019s walls are chalkboard and Hurst said the space is meant to allow experimentation. \u201cThe chalkboard that we applied up here is meant to be an organic living element within the store,\u201d he said. \u201cPeople can actually draw on it and experiment on it. A lot of the fixtures are steel and meant to be written on as well. Again, it\u2019s meant to be touched and lived in an that\u2019s what this environment is all about.\u201d<\/p>\n

This is a similar design that Vans hopes to roll out with more retailers in the future. “We are very interested in doing more partner stores,” Hurst said. “Doug [Pallidini] is driving that. It\u2019s something that is fresh for our industry for sure.”<\/p>\n

At the shop\u2019s grand opening party last night (December 2, 2010), while VIPs, shop locals, surfers and media milled through the space snacking on pizza and Primo Beer, Cocores seemed pleased with what Vans and Hurst had created in the room next door. \u201cI\u2019m very stoked to be working with them,\u201d he said. \u201cIt\u2019s a great partnership.\u201d<\/p>\n

\"Img<\/a>
\nMichael Hurst<\/strong> and Vans Vice President of Marketing Doug Palladini<\/strong>.<\/p>\n

\"Img<\/a>
\nFather and Son: Christian<\/strong> and Grayson Fletcher<\/strong>.<\/p>\n

\"Img<\/a>
\nSurfline’s<\/a><\/strong> Executive Vice President Dave Gilovich<\/strong> and Vans Chris Overholser<\/strong>.<\/p>\n

\"Img<\/a>
\nA bottle in front of me.<\/p>\n

Click here for a flickr slideshow from the entire evening<\/a><\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

When Laguna Beach, California\u2019s Thalia Surf Shop owner Nick Cocores’ discovered that the art gallery next door was packing it in he realized it was the perfect opportunity to not only expand his retail footprint, but also to partner with a popular brands. \u201cWe approached Vans with the space coming available and asked them if […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[10,16,6],"tags":[],"_links":{"self":[{"href":"http:\/\/www.boardistan.com\/index.php?rest_route=\/wp\/v2\/posts\/20059"}],"collection":[{"href":"http:\/\/www.boardistan.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.boardistan.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.boardistan.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/www.boardistan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=20059"}],"version-history":[{"count":6,"href":"http:\/\/www.boardistan.com\/index.php?rest_route=\/wp\/v2\/posts\/20059\/revisions"}],"predecessor-version":[{"id":20071,"href":"http:\/\/www.boardistan.com\/index.php?rest_route=\/wp\/v2\/posts\/20059\/revisions\/20071"}],"wp:attachment":[{"href":"http:\/\/www.boardistan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=20059"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.boardistan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=20059"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.boardistan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=20059"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}