Tuesday, June 23, 2009

Epic Hollister rides the wave

Abercrombie & Fitch announced earlier today that it plans to open a Co. flagship, called Epic Hollister, in downtown Manhattan on July 16. The 40,000-sq.-ft. store is designed to embody the Southern California lifestyle and is described by its parent as the first of its kind in the world.

The Epic Hollister's microsite hcoridethewave.com features a first look of store construction, downloadable screensavers, postcards and a countdown to opening day. It also provides the opportunity to get "cast" as a store model and the chance to be featured in the brand's photography.

The welcome video that plays when you enter the site completely embraces the Southern California lifestyle it's going for. It follows a surfer who gets out of a cab on West Broadway and Houston in Manhattan and heads toward the new location.

For more insights on the new concept, check out Chain Store Age editor Marianne Wilson's video blog on Epic Hollister here.

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