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At Surf City USA, Pacific City is a gathering point for makers, retailers, and visitors. Positioned to offer a non-traditional shopping experience, Pacific City aims to pay homage to the coastal surf culture while providing a new playground to shop, dine, and relax. RSM Design created an eclectic expansion of the brand into the built environment and wayfinding design system to complement the unique blend of coastal comfort amidst craftsman inspired beach bungalow architecture. Environmental graphic design elements were incorporated throughout the site becoming fresh Instagram Moments.