Vans Unveils Groundbreaking Concept Store in London Featuring Skateable Architecture


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Vans is redefining retail with the launch of its innovative concept store in London, featuring skateable architecture at its core. Situated on Oxford Street, this transformed flagship location celebrates Vans’ deep-rooted connections to skateboarding, music, and art while pushing the boundaries of contemporary retail design.

 

Photo Credit: Tom D Morgan

Designed by Andrea Caputo Studio, the Vans West End store features a revolutionary 200-square-meter Roman travertine stone skate ramp that serves as the centerpiece of the space. Fully transformable, the ramp can switch between a skate obstacle and a retail display using modular glass panels. Created with input from Vans skate team members like Martino Cattaneo, Helena Long, and Jordan Thackeray, the ramp symbolizes Vans’ commitment to blending culture and innovation.

 

Photo Credit: Tom D Morgan

The space is also a nod to skateboarding craftsmanship, incorporating unique grinded plywood—paying homage to skate ramp construction—into its design. By reducing storage requirements by over 50%, the store maximizes commercial and community-focused areas, offering flexibility to host skate demos, live music shows, and art exhibitions.

 

Photo Credit: Tom D Morgan

Vans West End represents more than just retail; it’s a hub for cultural experiences and partnerships. Collaborations include:

The Great Frog: London’s iconic jewelers merge punk aesthetics with Vans DNA to create bespoke pieces featuring Vans’ waffle pattern, Checkerboard Slip-On, and skull motifs.Gomi: Brighton-based creators of custom speakers and power banks made from recycled e-bike batteries offer exclusive checkerboard designs.Lovenskate: Longtime Vans collaborators produce a series of artist-designed decks and posters, featuring talents like Chloe Bernard and Isabel White.Jack Charlie Mitchell: The London-based creative has curated an exclusive zine, Feel, and a media collection of books and music for the store.

The store also elevates Vans’ product offerings, with curated assortments like OTW by Vans, Premium, and Skate collections. For the first time in Europe, Vans’ pinnacle OTW by Vans category is available exclusively at the West End store, alongside exclusive releases like “Innit” tees and skate decks celebrating London culture.

 

Photo Credit: Rafal Wojnowski

Fans will also have access to restocks of Vans’ most sought-after collaborations, including limited drops like OTW by Vans x Parra, Vans x BAPE, and Helena Long’s 2023 collection.

Andreas Olsson, Vice President and General Manager of Vans EMEA, reflects on the store’s significance:
“This destination is an important step in Vans’ journey of brand elevation through the lens of skateboarding. We’re listening to what youth culture wants from us—delivering innovative products and experiences that connect deeply with our audience.”

 

Photo Credit: Rafal Wojnowski

The Vans West End store is now open at 214 Oxford Street, London, W1D 1LA. Follow the new Vans London Instagram page for event updates and programming. For more information, visit Vans.eu/WestEnd.

Experience the future of skateboarding culture and retail in the heart of London.

The post Vans Unveils Groundbreaking Concept Store in London Featuring Skateable Architecture appeared first on HYPE Magazine.

 

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