In just five weeks, a 4,500-square-foot prototype retail experience was built inside Hurley International’s headquarters—an ambitious timeline matched by an equally ambitious creative vision.

Tasked with subtly embedding Hurley’s surf culture into the construction itself, DBaC, Inc. went beyond execution, designing and fabricating a custom racking system that continues to be used in Hurley stores today. The project was completed in 35 consecutive days, with no weekend breaks and much of the work performed overnight to meet the aggressive schedule.

Senior Superintendent Paul Cernich and Owner John Curci remained on site throughout the process, working closely with the architect and all trades to ensure every detail aligned with the brand’s identity. The result was a dynamic prototype that fully captured Hurley’s vision—delivered on time, under intense pressure, and to a thrilled client.

“DBaC did a tremendous job for us in an impossible situation and timeframe. But now that we have used other GCs, I said we were spoiled. No one is as good.”