Surfin' Safari in Times Square

Quiksilver Inc. (Huntington Beach, Calif.) has opened a Quiksilver Boardriders Club store in New York's Times Square.

The 3300-square-foot space on the corner of 42nd Street and Seventh Avenue features a 20-foot “wave wall” of video screens showing high-impact surfing, skating and snowboarding images — all conveying Quiksilver's boardriding lifestyle.

The storefront contains illuminated signage, a canopy of 60 suspended surfboards and a gaming kiosk to play Tony Hawk Pro Skater and Kelly Slater Pro Surfer video games. The corner is estimated to draw more than 30 million people per year.

Designer-architect Steven Sclaroff, who has also designed stores for Donna Karan, Giorgio Armani and Kate Spade, built the wave wall, which dramatizes the original, high-end video effects created by Phillip Owens.

Quiksilver designs, produces and distributes clothing, accessories and related products for a casual, boardriding lifestyle. Its primary focus is apparel for young men and young women under the Quiksilver, Roxy, Raisins and Radio Fiji labels. The company also manufactures apparel for boys (Quiksilver Boys and Hawk Clothing), girls (Roxy Girl, Teenie Wahine and Raisins Girls), men (Quiksilveredition and Fidra) and women (Leilani swimwear), as well as snowboards, snowboard boots and bindings under the Lib Technologies, Gnu, Supernatural Mfg. and Bent Metal labels. Quiksilver's products are sold throughout the world, primarily in surf shops and specialty stores.