New York – Surf is the word at the new installation of marble surfboards in Alexander Wang’s flagship store.
In the #TheCage22 installation the surfboards, made by Hayden Cox, founder of surf brand Haydenshapes, are attached to a metal cage in the middle of the SoHo store. Wang’s marble designs were digitally printed onto silk then onto Haydenshapes’ Hypto Krypto model surfboards. A free-standing wave made of black sand is also on display with the boards. A video accompanying the collaboration shows footage of rolling waves interspersed with images of spilt black ink. The surfboards appear in the waves, like sharks with fins, before finally appearing on the shore.
Although surfing in the city might sound like a contradictory concept, more and more retailers are presenting the activity as ideal for sporty urbanites. For more, see our City Surf microtrend and our Gym Style design direction, in which we see how fitness culture is providing visual cues for retail fixtures.