The new Burton Snowboards and Channel Islands Surfboards Los Angeles Flagship store opened its doors for a private VIP celebration on Wednesday, November 28. Guests lined up along Melrose Avenue, which experienced its first ‘snowfall’ on record with drifts of man-made fluffy white stuff piled outside of the Burton Snowboards entrance. With over 11,000 square feet, the store had plenty of room for hundreds of industry heavies who mingled in the two ‘Hall of Boards’ — each lined with over 400 surfboards in the Channel Islands store and 80 snowboards in the Burton area.
From the moment the doors opened, the evening had a charmed feel as guests mingled and raved about the store. Everyone was impressed by design features like a 20-foot tall massive tree trunk with ‘roots’ made of a smooth, poured concrete transition that begged to be skated. Other notable store features include a separate skate shop, completely dedicated to skate hardgoods and softgoods.
Over 1,200 party-goers attended the event, including some of the best surfers, snowboarders and skateboarders in the world along with boardsports industry influencers, LA celebs and Jake Burton and Al and Terry Merrick. Surfers Kelly Slater, Rob Machado, Benji Weatherley, Damien Hobgood, Pascal Stansfield, Kalani Robb, Rizal Tanjung and Marlon Gerber all enjoyed the opening festivities. Shaun White, Jussi Oksanen, Hannah Teter, Elena Hight, Trevor Andrew, JP Solberg, Jeremy Jones and Dave Downing represented the Burton team. Arto Saari, Omar Salazar, Stefan Janoski, Dylan Rieder, Brian Sumner and Jon Goemann held it down for the skateboarders. Other notable guests included Amanda Bynes, Kat Von D, Mike Vogel, Kenna, Eric Balfour, Alex Quinn, Andrew Keegan, Justin Bartha, Nicolette Sheridan, Branden Williams, Amy Smart, Ryan Cabrera and Evan Ross.
Perhaps the most magical place in the entire store was the roof. Guests enjoyed panoramic vistas of the glittering Hollywood hills and an impressive skate session where some of the world’s best skaters broke in the store’s brand new mini-ramp. Analog skateboarders Arto Saari, Omar Salazar, Dylan Rieder and Stefan Janoski, Analog Skate Creative Director Mark Oblow, Summer and Winter X Games gold medalist Shaun White and Burton Global Team rider Jeremy Jones all took their turns on the ramp. And Burton Global Team rider Trevor Andrew’s band ‘Trouble Andrew’ capped off the rooftop entertainment with a live set.
On the main floor, DJ Muggs, the founding member of Cypress Hill, held down the first DJ set. And DJ Prince Paul from Handsome Boy Modeling School kept people dancing until the party closed its doors.
Customers can look forward to checking out the store in early December, when it officially opens to the public.