Element plans to open 304 Americana, giving the skateboard brand a retail space and its nonprofit a Downtown Boise office.
The space, named after its street address, will open this Saturday, Aug. 6, adjacent to Rhodes Skate Park under the I-184 Connector. Element’s professional skateboard team will perform during the day at the park.
304 Americana will include a small shop, which will feature products not sold at mainstream stores, as well as gallery space for art shows and pop-up art installments.
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304 Americana will also be office space for the company’s nonprofit arm, Elemental Awareness Foundation. The nonprofit has a scholarship program and organizes skate and outdoor survival camps for youths to teach skills and bolster confidence and self-dependence.
Element CEO Johnny Schillereff will give a free lecture Aug. 4 at 4 p.m. at Trailhead in Downtown. Register for the free event at trailheadboise.org.