O’Neill is proud to announce the launch of the brand’s new retail concept, which was recently unveiled for the first time at O’Neill’s flagship store located in the heart of Amsterdam.

The new retail concept is inspired by Jack O’Neill – founder of O’Neill and inventor of the wetsuit – and is more specifically influenced by the surf pioneer’s unique lifestyle and his iconic house overlooking the Pacific coastline in Santa Cruz, Northern California.

Creating a number of different clean spaces to accommodate O’Neill’s performance and lifestyle products for men and women, the new concept boasts a rustic look and feel that is enhanced by the incorporation of organic materials that serve to reflect the purity of NorCal’s natural environment. The original house has also inspired the concept’s weather-beaten color scheme, while a more contemporary twist on the wider theme brings the interior bang up to date.

The retail concept was developed in close collaboration with New York City-based practice Anderson Architects, and draws a number of overt physical parallels to Jack’s original house. In addition to featuring distinctive Jack-style portholes, the new concept also incorporates a welcoming porch area with en-suite bathtub, as well as a comfortable garage area that tempts shoppers to kick back and rest their weary feet.

To discover more about O’Neill and to find the location of your nearest O’Neill retail store, visit oneill.com.