Part-installation art, put guerrilla marketing promo — the Nike 6.0 Motel No Tell on 6th and Pacific Coast Highway in Huntington Beach is definitely worth a visit.
You’ve seen it before – an old nondescript coastal motel (don’t know if it was open) on the highway and probably didn’t pay any attention to it. Well, now it’s been altered into something chic. HGTV personality and designer Antonio Ballatore stripped and redesigned the motel in just 4 weeks and transformed it into the ultimate action sports community center.
My boys and I have gone twice already and there was hardly anyone there but I’m sure that will change with the U.S. Open of Surfing coming this weekend. According to a press release: “Motel No Tell is a place where Nike 6.0 fans can enjoy workshops, movie screenings, live music and a product customization lab. It also serves as the epicenter for all of the action happening at the U.S. Open of Surfing July 31 – August 8.”
My kids (both boys!) enjoyed the themed rooms and particularly liked playing pinball. I quite liked the photo booth in one tiny room. The Nike 6.0 branding is very subtle – nothing screams Nike in your face. There’s just a shoe here and there, maybe a swoosh or a tiny Nike 6.0 logo. Very cool. But there’s no denying, Nike’s message rings true throughout the space — each room , each activity, each sport (surf, skate etc.) calls out to you to: JUST DO IT! Future events include: creative workshops, surf lessons, and concerts.
Go check it out. Entrance is FREE. Nike 6.0’s Motel No Tell is open to the public daily from 11am to 5pm, through September 6, 2010. It is located at 720 Pacific Coast Highway, Huntington Beach, CA 92648 You can’t miss the giant MOTEL sign with an arrow.