Vans Has Opened a New Concept Store With Skateable Architecture

by

As a seasoned gamer who’s spent countless hours skating virtual parks and half-pipes, I can’t help but feel a surge of excitement when I hear about Vans‘ latest venture into the real world. Growing up with Vans as my go-to kicks for both gaming sessions and actual skateboarding, it’s heartening to see the brand continue to embrace its roots in such an innovative way.

In 1996, brothers Paul Van Doren and James Van Doren, together with Gordon C. Lee, established “The Van Doren Rubber Company” in Anaheim, California. This store later transformed into Vans, the internationally recognized skate brand we’re fond of, around the early 1970s. Today, Vans stands as a global powerhouse that connects with communities through their passion for skateboarding. The latest addition to Vans’ portfolio is an extraordinary, skateable retail experience located in the center of London.

At their Oxford Street location, which first opened in 2019, Vans unveiled a revamped store that now serves as both a shopping destination and a community center, reflecting the brand’s three main passions: skateboarding, music, and art. The redesign was spearheaded by Andrea Caputo Studio, an architecture firm based in Milan, and it aims to exhibit skateboarding culture through innovative architectural and retail design.

Visitors can look forward to trying out an adaptable skate park that spans the entire shop, measuring approximately 200 square meters and crafted from travertine stone. Designed as a single massive stone structure, it will serve multiple purposes such as skate lessons, demonstrations, and events led by the Vans skate team and local skating schools.

Approximately a year ago, I returned to Vans, and since then, we’ve been working on a well-defined plan aimed at elevating our brand through skateboarding. As we moved forward, it was crucial for us to adjust our approach, focusing on understanding the desires and expectations of today’s youth culture regarding products and experiences. After one year, we’ve made significant strides in setting new benchmarks for where we envision the brand should be. This particular destination marks an important milestone on that journey.” – Andreas Olsson, Vice President and General Manager Vans EMEA.

Simultaneously, the latest Vans skate setup is intended to adapt to accommodate various cultural events that Vans plans to host in their store. This includes skate demonstrations as well as offering instructional sessions. Additionally, the area is designed to welcome music concerts and art displays too.

Feel free to have a detailed peek at the recently opened Vans store situated at 214 Oxford St, London W1D 1LA – that’s their West End location. Right now, it’s open for business! Furthermore, stay tuned for upcoming events by following the new Vans London Instagram account.

Read More

2024-12-16 15:56