In 1996, brothers Paul Van Doren and James Van Doren, along with Gordon C. Lee, opened a store named "The Van Doren Rubber Company" in Anaheim, California. It soon evolved into Vans, the global skate brand we all know and love, in the early 1970s, and has since become a global powerhouse that often taps into communities through a shared love of skateboarding. Vans has now opened its latest installation: a one-of-a-kind, skateable retail installation in the heart of London.
Opened in Vans' Oxford Street location -- which originally opened in 2019 -- the store has been transformed into a new retail and community hub, as it celebrates the three core passions of the Vans brand: skateboarding, music, and art. The installation has been designed by Milan-based architecture firm, Andrea Caputo Studio, and has been curated to "showcase skateboarding culture through elevated architectural and retail design."
Those who attend will be able to experience a fully transformable skate ramp, while a 200 square meter travertine stone skate ramp runs throughout the entire store. It's been designed as a single large block of stone and will be used for skate lessons, demos, and events by the Vans skate team and local skate schools.
"When I came back to Vans a little over a year ago, we set out a clear strategy re-setting us for brand elevation through the lens of skateboarding," Andreas Olsson, Vice President and General Manager Vans EMEA said. "We had to course correct, making sure we were listening to what youth culture wants and needs from us when it comes to products 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”.
Meanwhile, the new Vans skate installation is designed to evolve to support the slew of cultural moments that Vans will present at the store. From skate shows to hosting lessons, the space is also tailored to open its doors to music shows and art exhibitions.
You can take a closer look at the new Vans West End location above and it's open now at 214 Oxford St, London W1D 1LA. Additionally, you can check out the new Vans London Instagram account for all future event scheduling.
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