Vans Unveils Innovative Skateable Concept Store in London: A New Era of Retail Experience

Vans has launched an innovative new concept store, Vans West End, in London. It redefines the retail experience with its skateable architecture. This store is located at 214 Oxford Street. It integrates skateboarding culture into its design. The space creates a community hub that celebrates the brand’s heritage in skateboarding, music, and art.

The Vans West End store originally opened in 2019. It has undergone a significant transformation. The transformation was designed by Milan-based architecture firm Andrea Caputo Studio. The store features a 200 square metre Roman travertine stone skate ramp, which serves as the heart of the space. This ramp is fully transformable. It can be used for skating or merchandising. It showcases Vans’ commitment to blending culture and functionality in retail.

The ramp is not only a striking architectural feature but also a practical element for community engagement. It will host regular skate lessons, demonstrations, and events led by the Vans skate team and local skate schools. The ramp was designed with input from notable skaters such as Martino Cattaneo and Helena Long. It embodies the spirit of the House of Vans within a commercial environment.

The concept behind Vans West End takes a radical approach to contemporary retail design. It reduces storage space requirements by over 50%. At the same time, it increases commercial space. Materials like uniquely grinded plywood pay homage to skate ramp construction. This creates a distinctive aesthetic that resonates with the brand’s identity.

The store is designed to be versatile. It can host various cultural events—from skate demos to live music shows and art exhibitions. This versatility allows it to adapt to the community’s needs.

Vans West End is not just about retail. It’s also about fostering authentic relationships with consumers. This is achieved through partnerships with brands that align with Vans’ counterculture values. Notable collaborations include:

• The Great Frog: This iconic London jeweller merges punk aesthetics with Vans’ DNA. They create bespoke pieces featuring classic Vans motifs.
• Gomi: Known for their custom printed speakers made from recycled e-bikes. Gomi has designed exclusive checkerboard speakers. These are available only at this location.
• Lovenskate: This collaborative effort has resulted in artist-designed decks and posters from various creatives.

Additionally, the store features an exclusive zine titled Feel, curated by London-based creative Jack Charlie Mitchell, showcasing works from diverse local artists.

Vans West End also elevates the brand’s product assortment by introducing its pinnacle category—OTW by Vans—previously only available at select partners. Exclusive drops will be available at the store, including playful “Innit” tees and skate decks that celebrate local slang.

Moreover, fans will have access to restocks of some of Vans’ most sought-after collaborations, including limited editions from partnerships with brands like BAPE and notable UK skate collaborations.

Andreas Olsson, Vice President and General Manager of Vans EMEA, expressed that this store is a crucial step in their strategy to elevate the brand through skateboarding culture. He emphasised the importance of listening to youth culture and delivering innovative products and experiences that resonate deeply with their audience.

Vans West End is now open for business at 214 Oxford Street, London W1D 1LA. The new Vans London Instagram page will serve as a hub for event programming and updates. For more information about this groundbreaking concept store, visit Vans.eu/WestEnd.

Experience the future of skateboarding culture and retail at Vans West End—where community meets creativity in the heart of London.