Fired by vision, passion and a drive to offer something new and different Extreme are very pleased to announce the launch of Extreme Guilford a new 5500sq foot retail store and restaurant combination, which, quite literally, offers a taste of the high speed, adrenalin-fuelled, way of life that has propelled the brand into 70 countries and 40 million homes worldwide.
The experience is located in the centre of Guildford and is homage to a life spent chasing waves and conquering mountains. It is a collection of sights, sounds, tastes and smells from a life lived searching for the natural high of adrenalin sports and far-flung travel. Staffed by fellow disciples of extreme sports, and designed to stimulate the imagination and excitement of anyone who enters the aim is to create the hub of action and adrenalin culture in the region and beyond.
Downstairs retail brands such as Nikita, Volcom and ZooYork are available as well as a full workshop service for all your skate boards, surf boards and other extreme sports hardware. The changing rooms are made of recovered shipping containers and there’s even a vintage red phone box which helps to illustrate the focus the store has on reclaimed materials. The back of the store has everything you need from snowboards, skate boards and BMX to drop straight into an adventurous dream.
The menu celebrates tastes, spices, flavours, and nuances from the palates of people all over the world to deliver over 100 combinations of some of the world’s most exotic and exciting food. The menu has been developed in response to customer’s desires for something a little different, and Extreme have captured this by developing a very exciting menu. The open kitchen gives the restaurant theatre and makes this a thrilling dining experience for the whole family.
Dishes from the menu include a classic bacon sandwich, healthy Greek yoghurt with chestnut honey and seasonal compote, eggs Benedict-style and a range of taste-roaring smoothies & shakes! Lunch munchies include steak sandwiches, Thai fishcakes or a special house burger. Dinner is spectacular, ranging from free range herb chicken fillets or British Sirloin steak to “old Spot” rack of ribs or grilled salmon - all straight from the grill. The side dishes and deserts are a feast on their own and for the brave people out there, there are some adventurous options such as a kangaroo hotdog or the worlds hottest chilly! The restaurant challenges those with the biggest appetites to their ‘steak challenge’ which sees the brave tuck into 1kg of red meat. The competitor must finish the entire portion within 30 minutes to get the dish for £9.95 with £30 worth of vouchers to spend at the customer’s leisure in store, special alarm clocks make sure that the time barriers are not broken!
Mike McArthur Extreme Guildford franchisee says ‘’Extreme really represents an amazing feeling and way of life. This is the aspirational life of modern times, when we all struggle to pay the mortgage each month or work less than 10 hours a day this is the carefree, exciting, passion filled life we all dream about living. Extreme really captures the zeitgeist of our times.’’
Designed to make everyone feel inspired and energised, the environment is meant to stimulate the adrenal glands and kick-start the imagination of every adrenalin junky. Equipped with free wi-fi and a constant flow of free ILLY coffee the Extreme store is the perfect setting to plan, enjoy and share your passions, dreams and sporting conquests.
‘’We wanted the environment to simulate the staging area that we plan our missions from, the place we meet with friends, the place we store our motocross bikes, snow boards and wet suits’’, says Al Gosling founder of Extreme.
‘’With this space we have created a raw, edgy and dangerous back drop for our clothes and restaurant. No one else is offering anything similar – this is a total sensory immersion into the world of Extreme!’’
Extreme
Extreme is an entrepreneur led collection of companies founded in 1995 by Al Gosling. The brand is currently in over 40 million homes in 70 countries and translated into 12 languages. Today Extreme delivers consumers a range of branded lifestyle products and services including:
• Extreme State – stores, apparel, footwear, sunglasses and watches
• Extreme Hotels – cutting edge accommodation offer
• Extreme Element – sports courses and experiences service
• Extreme Cred – pre pay credit cards
• Extreme Entertainment – TV production and distribution
• Extremepie.com – Multi brand online and mail order retailer
• Extreme Freshies – Restaurants
• Extreme Parks – sports based theme parks
• Extreme Drinks – Natural healthy functional soft drinks
• Extreme Publishing – trade and consumer magazines
• Extreme Medics – paramedics support services
• Extreme Mob – mobile network MVNO
• Extreme Events – sports and music events company
• Extreme Time – edgy, en vogue, fashion and tech watches
• Extreme Sports Channel – TV
• Extreme Decko – large format picture and graphic
For further information or photo and interview opportunities contact:
Lindsay Bräsecke
Extreme – PR Manager
Email: media@extremeinternational.com
Telephone: 0207 244 1000
Website: www.extremeinternational.com
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