We’ve seen plenty of unique concept stores and spaces in retail over the years. These have been go-to spots for fashionistas and enthusiasts in spots like Milan, New York and the like. Sneaker culture is no different in this regard, offering unique explorations for customers with the likes of stores like 24 Kilates in Barcelona, Iguaneye in Tokyo or Kith in Los Angeles. South Africa also has its share of concept stores, like Shelflife in Johannesburg, Sneaker District in Melrose and even a few well-designed Sportscene stores across the country. Vans, with its pulse on skater culture, has always embraced its roots and, with its most recent launch, revamped its iconic West End store in Oxford Street, London.
Initially opened in 2019, the relaunch of the Vans store in the heart of London puts skateboarding front and centre. The revamp sees the store transformed into a next-level retail and community destination to celebrate what made Vans what it is today – skateboarding, music, and art.
Its architectural designs have been elevated to integrate between the skatepark and retail. Designed by Milan-based architecture firm Andrea Caputo Studio, the store features a fully transformable skate ramp. The 200-square-metre Roman travertine stone skate ramp also spreads across the heart of the store, which itself features interchangeable glass modules. It was designed using a single large block of stone and was laid and polished directly on-site. The ramp can be used for skate lessons, demos and events.
Vans West End has also partnered with a number of greater London-based designers and more to complete the full revamp of the concept store. This includes famed London jewellers, The Great Frog, who created bespoke Vans branded pieces, featuring the iconic waffle, our Checkerboard Slip-On and skull motifs, which will be available for purchase at the store.
Additionally, Brighton-based Gomi has created custom-printed speakers and power banks using recycled e-bikes and incorporated them into the space. Gomi has worked with Vans on a collection of checkerboard speakers and power banks that are available exclusively at Vans West End.
Lovenskate has created a series of decks and posters, which include artists such as Chloe Bernard, French Sayer, Jon Horner and Isabel White (aka Elfin). These custom decks will only be available at the store. Lastly, the store has collaborated with London-based creative Jack Charlie Mitchell, producing an exclusive magazine for the launch titled “Feel.” It features work from a diverse spectrum of London creatives.
While the unique design and architecture play a pivotal reasoning in the revamp of Vans West End, there is more to the approach than just its aesthetics. The store’s redesign also reduces the storage space requirements by 50%, increasing its viable commercial space. Its use of materials also ties into the skateboarding culture, with grinded plywood at the centre of many of the designs.
The Vans West End store in London has officially been reopened at 214 Oxford St, London W1D 1LA. With plans to host a number of events at the venue, fans can follow the Vans London Instagram page for info on upcoming events.
