London's Skateable Concept Store: An "Off the Wall" Retail Architecture by Vans

Vans has redefined the retail experience with its innovative new concept store, Vans West End, located in the heart of London. This groundbreaking space combines skateboarding culture with elevated design, exclusive product assortments, and dynamic event programming, creating a fully transformable venue that connects deeply with the local community.

Revolutionary Retail Design

Originally opened in 2019 on Oxford Street, the iconic location has undergone a stunning transformation to celebrate the essence of Vans: skateboarding, music, and art. Milan-based Andrea Caputo Studio spearheaded the design, crafting a space that blends functionality with creativity. Central to the concept is a fully transformable skate ramp that embodies the House of Vans spirit. This unique feature bridges the gap between retail and skateboarding culture in an unprecedented way.

The store adopts an avant-garde approach to retail architecture, reducing storage space requirements by over 50% and significantly expanding commercial areas. A standout material is the grinded plywood, an homage to skate ramp construction, which adds a tactile, carved aesthetic to the space. This modular design ensures the venue can seamlessly shift between hosting skate lessons, live music, and art exhibitions, creating endless opportunities for cultural engagement.

Exclusive Collaborations and Products

Vans West End introduces a curated selection of partners who align with the brand’s counterculture ethos. Key collaborators include:

• The Great Frog: Renowned London jewelers merging punk and metal aesthetics with Vans DNA to create custom pieces featuring the iconic waffle, Checkerboard Slip-On, and skull motifs.

• Gomi: Brighton-based creators of sustainable speakers and power banks crafted from recycled e-bikes. Their exclusive checkerboard collection is available only at Vans West End.

• Lovenskate: Longtime Vans collaborators showcasing decks and posters by artists such as Chloe Bernard, French Sayer, and Jon Horner.

Additionally, Vans has teamed up with London creative Jack Charlie Mitchell to produce the exclusive zine, Feel, and curate a collection of books and music for the store.

Pioneering Product Assortment

Vans West End elevates the brand’s product offerings with an emphasis on pinnacle collections:

• OTW by Vans: Available for the first time at an owned retail location in Europe, this premium category represents Vans’ most exclusive designs.

• Exclusive Drops: Playful nods to local culture include “Innit” tees and skate decks.

• Restocked Rarities: Limited re-releases of sought-after collaborations, including Vans x Parra, Vans x BAPE, and the Safe Low by Rory Milanes and Danny Brady.

A Hub for Community and Culture

Vans West End is more than a store—it’s a community hub. With regular event programming, the space invites Londoners to engage with skateboarding, music, and art in meaningful ways. Whether it’s a kids’ skate lesson, a live music performance, or an art exhibition, Vans is creating authentic connections with its audience.

Andreas Olsson, Vice President and General Manager of Vans EMEA, emphasizes the brand’s commitment: “We had to course correct, making sure we were listening to what youth culture wants and needs from us. This destination is an important step in that journey.”

Visit Vans West End

The Vans West End location is now open at 214 Oxford St, London W1D 1LA. For updates on event programming, follow the new Vans London Instagram page. To explore more, visit Vans.eu/WestEnd.

With its disruptive design, curated collaborations, and dedication to community, Vans West End is setting a new standard for what retail can be—a living, breathing celebration of culture.