Surf’s Up in Byron
Quiksilver Byron Bay:
2 Jonson Street, Byron Bay NSW (02) 6680 7041 or Quiksilver.com.au
Story: Julia Langham
Byron is no longer a sleepy, hippy enclave for surfers and stoners, it now hosts some of the most expensive real estate in the country and attracts a huge number of tourists — many happy to update their surfwear wardrobe. When they do, they’re more than likely to pop along to Quiksilver’s flagship outlet in Byron Bay, run by local surf legend, Danny Wills. The store’s new look was given the necessary ‘wow’ factor by retail and hospitality fitout specialists Global Shopfitters and Design Clarity. It’s an on-trend mix of bespoke and craft, with a little bit ‘granny chic’ thrown in for good measure… That is, if granny could drop in on your wave and carve it up with the best of them.
Globals fitout and construction divisions have combined to construct the building and undertake the fitout of the retail area and the wreck holiday apartments above. Timber is king in the 132sqm store — a charming merger of local hardwoods, punctuated by driftwood fashioned into handles for the fitting room doors. “We wanted to create a store that aligns globally with our other stores but which brings in a part of Byron Bay and the beach,” says Rod Brown, Quiksilver’s Australian retail manager. “To that end we’ve used lots of natural timbers and hardwoods and subtle branding so it’s not so in your face, and we’re very pleased with the result.” Other unique features include handmade macramé pot planters, a suspended tree-branch boardshort fixture, the white concrete besser block and criss-cross roped transaction counter, an appealing mish-mash of patterned terracotta floor tiles (sourced locally from Jatana Interiors) and oriental floor rugs (from Milton Cater Oriental Carpets) to soften the edges.
The vibrant result combines a retro and reclaimed mix of the new and the local. “The most interesting aspect of this job for me was the ‘hands on’ approach,” says Kristina Hetherington, Design Clarity director. “We had a lot of fun making the macramé hangings and collecting driftwood from the beach. “I see it as more like an art space — it’s definitely a little bit different to other surf stores and being part of the apartment development, it’s also part of the whole lifestyle package.” She says the store is seen as a distinctive ‘surf hub‘ destination, offering more than just a shopping experience. “It’s a space where art, fashion, music and surf culture collide. You can shop at your leisure, listening to chilled out beats by resident DJs.” John Collyer of AVDC provided the audiovisual know-how, installing a Bose Freespace 3 system (cube speakers and a sub) with Cloud remotes for staff. “We wanted the store to service holiday makers staying in the apartments, providing a place they could come to literally off the beach,” Rod explains. “The iPads around the store add another dimension to the retail experience. Here shoppers can browse our selections and order online if the product isn’t in store. It can then be sent up from another store or express posted from one of our warehouses. “Video screens positioned around the store also play the latest surfing clips, immersing the customer in the vibrant surf culture world and local Byron happenings. It’s an eclectic mix but I think for our clientele, it works well.” After nearly 40 years in the business, Quiksilver is so pleased with this latest aesthetic departure in its store design that negotiations are underway for Hetherington and the Design Clarity team to work their magic at another Australian store. “We like this ambience,” Rod says. “It’s a successful format that makes a really nice statement of where Quiksilver is at the moment.”