11 hours ago | By WGSN Insider
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Sep 12, 2014
Converse recently unveiled a new instore lounge located in the middle of the flagship Santa Monica store.
The lounge reflects the active-meets-edgy brand heritage; dark wooden room dividers, oversized industrial lighting, and graffitied leather furniture are anchored with a monochrome graphic printed rug. While the vintage black and white photography is an instore fan favourite, the skull installation made entirely from Converse shoes is trending on social media.
Converse, along with other West Coast stores including Alternative Apparel and Figue, are investing in dwell spaces for shoppers as a means to drive footfall into stores. For WGSN subscribers, click here for more information on new footfall drivers.
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