I was walking home from the subway yesterday when I spotted two shirtless dudes wearing boardshorts and sunscreen on their noses, standing at the corner of Broadway & Houston. Apparently, they are the permanent doormen at the new Hollister store in Soho which just opened yesterday. Curious to see what that was all about, I stepped into the "Hollister Pier" which is a four story quasi-recreation of the Huntington Beach pier with supposedly live feeds of the real beach playing on Hi-Def windows.
Other than those windows, the space was incredibly dark and felt more like one of those "Dark Rides" at the boardwalk except, instead of a skeleton popping out from every corner, there were shirtless guys all saying the exact same thing; "Hey Man--what's up?" Scar-reeee! I wandered around and, no joke, was greeted 12 times in the roughly 10 minutes I was in the store. Oddly enough, I didn't see one cash register in the joint which I thought was odd given it is, like, a store and all. But there were piles of t-shirts with faux retro prints and board shorts that were nearly evening-gown length. I guess if you actually wanted to buy something one of the buff dudes would help you out, fer sure!
Anyway, the place is worth checking out for it's curiosity as a retail theme park. It also serves as a lovely respite from the July heat...they had the best air conditioning! Totally.