Project type: Retail


Location: New York, U.S.A.


Time: 2004


Client: DC Shoes – Quicksilver


Status: Completed


Size: 3,850 sqm


Cost: 650,000 $

DC Shoes, a young shoe and clothing company from Escondido, CA, quickly achieved cult status among international skating youth. Founders Ken Block and Damon Way celebrate technical innovation as well as the skating counterculture sensibility synonymous with DC Shoes.


GRAFT was asked to aid in developing the brand’s retail identity by designing their flagship store in the fashionable Soho district of New York City. GRAFT’s spatial concept offers clients a unique and innovative interface as an expression of the company’s values. The architectural branding is based on the principles of flexibility, suspended speed, and technical innovation.


All products are presented on moveable display units hanging from the ceiling. Hence, the space can be reorganized to support different displays and events. The space’s color palate is limited to white and black, DC’s signature colors, emphasizing the displayed products. Nothing in this space touches the floor, instead suspended mid-air as if in motion— an homage to skaters’ gravity-defying maneuvers. This idea breaks with the conventional rule in retail of ‘putting the product on the floor.’