Noosa Longboards opened a new chapter in its long-running history last week with the launch of a larger Hastings St store.
For owner Mike Holmes, moving the shop from the French Quarter to a more central Hastings St location was a long-held dream.
And part of that dream was to turn the business from a small surf shop into a tribute to surfing, pop culture and Noosa.
"Creating a signature store in Hastings St has been five years in the making and is a major investment," Mr Holmes said.
"The concept was to recreate an old Queensland riverhouse shed and remember Noosa the way it used to be.’‘ The store uses original timbers from Noosa boat sheds and hinterland properties to recreate the feel, with surfboards and other goodies stored up in the rafters. Old wood, metal and curios take you back to a time gone by.
"But it’s not a museum," Mr Holmes said. "I wanted the store to have a heartbeat, to be authentic and to represent Noosa in a respectful and positive way,
"But it’s still a store, stocking everything from contemporary clothing, surf and skateboards to functional art."
The store contains some real treasures and rarities, including a 1960s Fender flag signed by Jimi Hendrix.
There is also a framed collection of photographs signed by The Beatles, hanging above a rack of Brisbane Festival Hall chairs from 1964.
"It seemed appropriate as they played the Hall," Mr Holmes said.
"It actually took 23 years to collect all the autographs on one photograph. Striking the balance between old and new is a copy of Elvis Presley’s Harum Scarum album signed by The King himself, alongside one of only 20 guitars signed by Powderfinger for their upcoming farewell tour. There is even a pinball machine rebranded especially for Noosa Longboards. Mr Holmes estimates that 80 per cent of people who come into the store don’t surf.
"That’s why it is important to have a lot of different items for sale," he said. Most people who visited during the first week of business were more interested in the store’s impressive collection of old movies, CDs and Noosa history books.
"And skateboards we’ve been inundated by skateboarders," Mr Holmes said. The new Hastings St store is only one part of a three-pronged business plan.
Mr Holmes has also reopened the original Noosa Longboards store on the river at Noosaville, which operated from 1994 to 2005. He is also planning a new concept store for the old French Quarter premises but, for now, those plans are tightly under wraps.
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