If there’s any board manufacturer that is proverbially “in” right now, it’s Haydenshapes. Those black-tinged rails are becoming ubiquitous; hard to miss at any and all major surf spots. And for good reason. The boards can be found under the toes of honed surfers (Craig Anderson) and amateurs (yours truly) alike. Take the Ando-inspired Hypto Crypto, currently being swept off the racks at an alarming rate. It’s safe to reckon many boys and girls will wake up Christmas morning to find one of those shred sleds under the tree. What about me, Santa!?
But it’s not just the cult-like following surrounding Hayden Cox and his boards that sets the brand apart. They aim to usher board buying into a highly personalized era unlike shaping enterprises of the past by using the hordes of high-tech gadgetry at their disposal. With a flagship outlet on Sydney’s Northern Beaches, consumers can pick out the perfect board for themselves via virtual reality headset. Speaking of VR, they’ve provided a 360 degree, fully immersive tour of the shop. And the space aptly fits the futuristic method of consumerism. With minimal design, sharp cement contours, and sleek displays, you might as well be buying a hovercraft in The Matrix. But damn, doesn’t it look cool?
It’s analog meets digital, a harmonious blend of old school surfboard shopping set in the times of Twitter and talking robots. You’re dropped into the shaping bay with Cox himself breaking down the boards, yet it’s conveyed through a virtual reality headset.
“I think that bricks and mortar retail is making a big comeback, however the landscape is changing and there is an opportunity to focus more on experience and innovative customer engagement,” Cox says. The surfboard industry has a lot of room for change and I personally love the idea of being progressive and pushing the industry to evolve. We really wanted to do this differently to what people have seen before.”
Different is good. Welcome to the board-buying experience of the future.
