The new and super-massive Hollister flagship store in SoHo with a 40,000 square foot, quad-level retail space.

Hollister tries to be the fantasy of Southern California and endless summer, kinda makes sense that it is big amongst the teenage crowd as the marketing harkens to "la bon vie" of summer. Toss in a dash of "authentic" surf and skate culture, Hollister makes cool accessible. Until the kids decide it isn't.