standing on a city street.
That's the Rip Curl Mirage Experience, the latest result of the company's endless search for technological leadership and innovation.
Combining world-first surfing action footage with the very latest hi-tech audiovisual equipment and the subtle aroma of coconut is now giving people a "sense-around" perspective of some of the world's best surfers from the front window of Rip Curl's Market Street Sydney store.
Think "The Matrix" meets surfing, backed by great new music, with both the vision and the sound incredibly coming out of a 2.8 metre by 1.14 metre sheet of glass, specially-treated by store design/technology company Retail Engine. Add a special device at the store's front door emitting a sweet coconut smell and the only thing missing is getting splashed by water.
Part of the marketing campaign for Rip Curl's latest world-leading boardshorts, Ultimate Mirage, the Mirage Experience film features two-time world champion Mick Fanning, current world number three Owen Wright and a number of other Rip Curl surfers carving up and flying above some great Fijian waves. Captured using specially-constructed 30-camera arrays, the result is stunning "in-the-round" vision that essentially allows the viewer to see the surfers and their surroundings from multiple angles.
Meanwhile, another new aspect of Rip Curl's Market St store is a boon for anybody searching for something new and fun to do over Summer. Rip Curl has teamed with the country's leading surfing holiday provider Surf Camp Australia (SCA) to open a full sales and reservation desk in the city store this month, for a variety of learn-to-surf and guided surf tour packages on the east coast.
Established in 1999, SCA tours include two-day and weekend escapes for "absolute beginner surfers", plus three, five, seven and 10-day guided tours south and north of Sydney, suitable for surfers of all levels. Tour costs include use of top quality Rip Curl surfboards and wetsuits, a choice of accommodation options, all meals, air-conditioned transport, and lessons from experienced surfers who are also all qualified lifeguards.
Announcing the new addition, Rip Curl Australia Marketing Manager Scott Hargreaves said: "Rip Curl's aim is to be the ultimate surfing company, so having Surf Camp Australia in our Market Street store fits well with our plans to offer more and better services to our customers."
In line with that, Rip Curl's presence in Australia's biggest city also increased late last month with the opening of a new flagship store in the Sydney International Airport Terminal departures area. The store features a number of interactive touch points to increase customer connectivity, including iPads for travellers to check out the surf, weather and attractions in their destinations, plus a web-based servicescape that provides a total audio and visual experience for customers in store.
To see the Mirage Experience and learn more about Surf Camp Australia, head to the Rip Curl store at 61-63 Market Street in Sydney, or check www.ripcurl.com and www.surfcamp.com.au
