New Zealand fashion and lifestyle blog

Amazin' Amazon

74 Georges Bay Road Parnell is the home to the new Amazon concept store. Combining the official store-opening, the surf chain’s 20th birthday celebrations, AND annual Christmas Party, the night was an absolute banger…

Amazon Concept Store opening party 9.12.10

74 Georges Bay Road Parnell is the home to the new Amazon concept store.

Combining the official store-opening, the surf chain’s 20th birthday celebrations, AND annual Christmas Party, the night was an absolute banger, with a full BBQ dinner – (there was even salad), plenty of adult beverages to enjoy, a skate ramp and demonstration, an outdoor stage with live music and DJs, more adult beverages, and of course, the concept store itself, which was – in the mind of this hardened critic’s opinion – quite remarkable of its own accord.

The store had a half-pipe at its entrance which held host to a sweaty skate session in the early evening, before the party got into full swing. I like to surf and snowboard, but I’m a terrible skater due to a morbid phobia of concrete.

I was quite content in merely watching the enviable antics displayed by these seasoned professionals. I don’t quite know how they do it.

A trio of punters enjoying a delicious BBQ meal – with a few delicious beverages to wash it down! Amazon put on great catering for the event. Keeping everyone fed and watered, we were able to party our way happily through the glorious, early-summer’s night.

Skaters after a hard session in the half-pipe.

A bike.

There were quite a number of ‘camera-hogs’ at the event. Instead of publishing their attempts at the spotlight, I’m giving these worthy characters a chance instead. Chewbacca took the ‘casual attire’ dress-code to its logical conclusion.

Norrie Montgomery, (A-List, Herald on Sunday), and one of the aforementioned ‘camera-hogs’.

The store has its very own Wonderwall, albeit of the surfing variety. I could identify a whole bunch of the surf spots, mostly around the Coromandel and Raglan regions. It made me feel quite nostalgic; Parnell is quite a distance from any decent surf oasis – apart from Takapuna of course, which takes off at random once every blue moon, (as some of you may well know).

The store has its own library. It’s like a real library; you can sit and browse and check out a book or magazine if you so wish; you are evened fined if you’re late. What sets this library apart, however, is that all collected fines are donated to SurfAid International, a not-for-profit humanitarian organisation working with health programs in not-so-well-off coastal communities around the world.

Forget Kindergarten, All I Really Need To Know I Learned Out the Back Waiting for the Set Waves to Roll In.

Every surf, skate, and/or snow magazine that has seemingly ever been published.

The Shoes-and-Jandals department had artificial grass like that of a bowling green or hockey pitch. It was kind of like the grass in the Domain; springy and very comfortable. It was quite some party; the light nap (pictured) was well warranted.

All-in-all the night was fantastic; I had an absolute blinder. As well as catering to the needs of NZ’s extreme-sports communities, Amazon really knows how to party.

The concept for the store has been thoroughly thought out, with some new creative gem to be found lurking around every corner. I could happily sit and read in the library for hours; it is not known to this writer whether there will be a cafe or not (I say ‘there should, it would be amazing’). In terms of shopping, even the guys would be happy here, killing time as they wait for their girl to pick out that new summer dress (or what have you); there is plenty here to keep the male brain preoccupied during that sometimes-tortuous event.

Amazon have done a great job, and I hope they do really well. I’m looking forward to next year’s Christmas party already…

Photos by Emma Schoombie. Words by Theo Sangster 9 December 2010.


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