In short:

O’Neill have launched a tasty new retail concept in Warmond, Holland inspired by Jack O’Neill, founder of O’Neill and inventor of the wetsuit. I’m sure a lot of you would like to thank Jack for keeping you warm when it’s freezing in the pond, I know I would. In fact, my O’Neill wetsuit sacrificed itself to save me from opening my arm up on a reef when in Madagascar, cheers Jack!

Here's the pic and press release:

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.

Over the years, the house has allowed Jack to maintain an ever-present connection with nature and has also nurtured his passion for board sports: there could be no better source of inspiration for the retail concept.

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.

O’Neill’s Lex van Opstal, Store Design Manager, says: “We set out to create a retail concept that would showcase our range of products in an inspiring light whilst also shedding light on the influences that have made Jack one of surfing’s most innovative and free-spirited characters.

We were determined to create a one-of-a-kind retail destination that could double up as a warm and welcoming living space, allowing the past, present and future to exist as one. Essentially, we wanted to take our customers on a journey through time and right into the home of O’Neill, and we’re confident the new concept does all that and a whole lot more."

Eppo van Berckelaer, Global Marketing Director at O’Neill, said: “The launch of the new retail concept sets down the foundations for our ability to provide customers from all over the world with a consistent, innovative and premium retail experience. We invite customers to visit our newly reopened Amsterdam store, and look forward to listening to their feedback before rolling the new concept out on a global scale."

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

O’NEILL: MAKING WAVES IN AMSTERDAM: To celebrate the opening of the O’Neill store in Amsterdam and the premiere of the brand’s new retail concept, O’Neill team rider and top international wakeboarder Duncan Zuur put on an inspiring show on the city’s famous canals. Equipped with his wakeboard and a motorized rope winch, the Dutchman amazed onlookers by carving his way along the narrow and picturesque waterways. The event marked another career highlight for Zuur, who attracted worldwide attention only last year by wakeboarding across a flooded St. Mark’s Square in Venice.