The sneakers and skate shoe specialist has opened the doors to an overhauled store that features “skateable architecture” and the introduction of third-party brands for the first time in Europe
The shop carries a raft of exclusive product and will host events, creating “a fully transformable space for the community” that celebrates skateboarding, music and art.
The branch at 214 Oxford Street features a skate ramp that runs throughout and can be fully merchandised using interchangeable glass modules when not in use.
Vans said that the store design has reduced storage space needs by approximately 50%, ”in turn increasing the commercial space substantially”.
Vans has chosen third-party partners that it said align with its own ”counterculture values”. The first are “punk jeweller” The Great Frog, Gomi, which makes speakers and power banks from recycled e-bikes and decks, and posters specialist Lovenskate.
Vans said that “the modular fixture design of the store will allow us to create moments and curated spaces for each initiative, driving new visual merchandising standards”.
Vans EMEA vice-president and general manager Andreas Olsson said: “When I came back to Vans a little over a year ago, we set out a clear strategy resetting us for brand elevation through the lens of skateboarding.
“We had to course-correct, making sure we were listening to what youth culture wants and needs from us when it comes to product and experiences.
“Now just over a year in, we have made big progress against setting new standards for where we want the brand to go and this destination is an important step in that journey”.
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