Originally opened in 2019, Vans’ Oxford Street store has been transformed into a new retail and community hub, in celebration of the brand’s three passions: skateboarding, music and art. The installation has been curated to “showcase skateboarding culture through elevated architectural and retail design,” and was designed by Milan-based architecture firm Andrea Caputo Studio.
Visitors will experience a 200-square-meter travertine skate ramp that runs throughout the store. Designed as a single large block of stone, it 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,” said Andreas Olsson, Vice President and General Manager Vans EMEA. “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.”
