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.