Salt Fish Surf Co is a surfy boutique in Venice, in Los Angeles, run by the effusive and friendly French surfer Romaine Goudinoux, who designs and sells branded t-shirts, caps, accessories, and leather-and-fabric surfboard bags hand-crafted in Mexico. But, to be clear, his small second-floor store is not a surf shop. In fact, Salt Fish hardly feels like retail space at all, but rather a beautiful shabby-chic, hipster-surfer living room (dubbed “La Casa Saltfish“). It’s fillwd with Mexican blankets and rugs and a few surfboards propped up amid a tiny selection of merch for sale. The space and vibe is so cozy and chill that you don’t ever want to leave.
There’s really no excuse for this. Unless it’s a college dormitory or your parents’ basement or the living room of a pro skater or the place of business for somebody connected to the skateboarding industry (and by extension the surf industry), skateboards as decorative wall art is no bueno, brah!
You see, savvy reader, once you’re past a certain age and a certain living circumstance (i.e., you’ve moved out of your college dorm room or parents’ basement into your own apartment or one-bedroom condo) your choice of decor and artwork should show that you’re adulting, and we mean adulting hard! Continue reading
There are few things in life that make us positively giddy with excitement. These few things are …
- Good waves and the promise of good surfing;
- A quad-shot espresso in a cup filled to the top with ice first thing on a hot, humid morning, preferably near a beach with good waves and the promise of good surfing;
- Experiencing a bold, massive-scaled and amazing art installation, preferably after quad-shot espresso, good waves, good surfing, etc.;
- Boarding a plane bound for a foreign country, especially after seeing amazing artwork, quad-shot espresso, good waves, surfing blah blah blah;
- And … seeing a new, freshly printed issue of Apartamento magazine sitting neatly on the table at HQ.
The smell of the magazine’s thick, expensive paper stock can practically be sensed from a few meters away, which is like foreplay to thumbing through its pages.
Print media dead? Dying maybe, but not dead. In some cases, print media is positively thriving. For a few years now we’ve been in a new golden age of excellent independent print magazines. For for some magazines, the content is such that it is best experienced in print.
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Want to add a bit of sexy, aspirational flair to your retail / dining / third-wave coffee establishment, something with a bit of totemic presence and cool-mystique lifestyle cachet?
You say “YES! Yes, I do!” In that case, here’s a tip: Add a surfboard.
That’s it. Just mount a bright colorful surfboard on the wall. Or tuck a couple of beat-up shortboards in the corner of otherwise dead interior space.
If the board still has wax on it, so much the better for authenticity. If it’s a dinged shortboard autographed by a pro surfer — say, 11-time world champion Kelly Slater — and covered in garish energy-drink sponsorship stickers, well, that’s just great. If it’s a pristine, glossy longboard in a bright, yummy candy color that makes you want to lick the board, that’s fantastic.
By doing so you’ll have added tremendous value to your business by improving the “customer experience,” and you’ll have instantly hipstafied your establishment by a solid 34%, minimum. We absolutely swear!
Many examples as follows …
From top to bottom: Sunny Days Cafe, Honolulu; Kono’s Restaurant, Haleiwa, Hawaii; G-Shock SoHo Store, New York; Louis Vuitton Store, Santa Monica, Los Angeles; Lost Weekend Cafe, Lower East Side, New York; Chanel surfboard signed by Gisele Bundchen at art gallery, Venice, Los Angeles.
The space at Daydream Coffee and Surf in Costa Mesa, California is great, but it’s missing a few things that would make it perfect: A bed, a TV, and a set of keys to the space with our name on it.
The Parisian clothing and retail brand A.P.C. recently opened a shop in Silver Lake in Los Angeles. Like may of this French fashion label’s stores, whether it’s in Tokyo, Paris or New York, this new LA outpost has its own distinct interior design aesthetic, different from all the other A.P.C. stores, yet inscrutably “on brand” in its warm minimalism.
A.P.C. stores embrace the constraints and quirks of the space they occupy and subtly absorb the character of the surrounding neighborhoods they’re in. At the Silver Lake store, the tiered shelving system is the foremost feature of the space. It’s a piece of architecture in and of itself within the shop space, built in smack in the center of the store and easily eating up much of the architectural footprint. Customers can walk through it.
The plain distilled earthiness of the wood suggests a casual, clean organic aesthetic in sync with the Southern California “canyon spirit” style, but the thin bars of LED lights augment this with a restrained hint of the Hollywood glamor. All in all, it sweetly aligns with the the clothing brand’s style of fashion.
The cafe at Menotti’s Coffee is a third-wave espresso joint and a friendly little hub for the legion of caffeinated locals and a certain stylish subset of Silicon Beach worker bees in the heart of Venice in Los Angeles. The baristas are serious about their coffee game but with zero pretension, in spite of the smattering of hipster accoutrements. Sure, there’s a skateboard and fixed-gear bicycle propped against a wall inside the cafe, and there’s beautiful, curated art photography on the wall, but its presence seems more a natural byproduct of taste than strategic. Across from the cafeteria is the famous, epic-scaled Venice “Touch of Evil” mural. On a slow day, we’ll cruise over to Menotti’s on our bikes for a long break and a flat white cappuccino.
Menotti’s Coffeeはロサンゼルスのヴェネツィアで “Silicon Beach”で働くスタイリッシュな若者やカフェ、親しみやすい小さなエスプレッソバーです。 カフェバリスタはコーヒーについて真剣です。 彼らにはプレテンションはありません。 しかし、彼らはヒップスターです。 もちろん、カフェの中にはスケートボードと固定式の自転車があります。 壁に美しくキュートな芸術的な写真があります。 これはメノッティスタイルの例です。 カフェの通りを渡って、有名な、壮大なサイズのヴェネツィア「Touch of Evil」の壁画があります。 私たちが忙しくないとき、仕事から休みを取って、メノッティに自転車を乗せて、美味しいフラットホワイトのカプチーノを飲むことにします。
The flagship store of cosmetics brand Hourglass is a testament of exemplary, beautiful retail design. The shop is located on trendy Abbot Kinney Boulevard near Venice Beach in Los Angeles, and the space is so “on brand” that the experience of the space feels like part of the product itself in ways similar to that the aesthetic minimalism of an Apple store and iPhone.