The Converse Flagship Store:
Melbourne Central, Melbourne VIC (03) 9663 6426
Audio Logistics (Audac): 1300 859 341 or email@example.com
My 12 year old just scored his first pair of Converse kicks. He could hardly be happier. Turns out, they could just as easily have been my first pair in the ’70s. Makes for a salutary reminder: as a brand, it’s worth understanding what not to change as much as what you should be changing. One thing that the likes of Converse has understood in recent years is the importance of wresting control back of its brand and setting up its own super stores, just like this flagship outlet in the Melbourne Central shopping centre. The retail space brings together everything that is Converse, from its distinct sports heritage to its rock and roll roots. Subway tiling, sporting bleaches and a vintage basketball scoreboard are just a few features of the store’s impressive fitout, but taking centre stage is a 40-foot American Flag wall made of 272 pairs of red, blue and white Chucks. Converse wanted a sound system which would fit discretely into the store, but also have enough power for when they wanted to crank it. Installed were products from Audac, a new brand to the Australian market, distributed exclusively by Audio Logistics. The Audac range is extensive, and Converse decided on an Audac SX408A active eight-inch subwoofer and 4 x WX502B speakers in black finish (also available in white). The subwoofer is an active unit, which internally houses an amplifier module suitable for driving itself as well as the four satellite speakers — neat. A matching Audac remote volume controller was also installed, allowing the system to be conveniently controlled from a remote location.