Vans x MoMA Collab

Vans x MoMA Collab
Retail Activations

Vans' collaboration with The Museum of Modern Art (MoMA) launched in September with limited-edition footwear and apparel to celebrate the museum’s collection and works by prominent artists like Salvador Dalí and Claude Monet who inspire creative expression and individuality.

We created a multi-tiered creative concept to showcase the campaign across various store formats. From bespoke windows for their Camden and Carnaby stores, to a fully shoppable launch zone space within their Oxford Street store, and a modular ‘kit of parts’ design pack for the campaign’s launch within Office stores and concessions around the country.

The identity of the collaboration took inspiration from the museum’s bright colour palette coupled with Vans iconic checkerboard, creating a colourful interpretation which became the key focus in our designs.

Layered, bold graphical window displays attract and generate interest whilst showcasing products on illuminated coloured podiums. Backlit panels and illuminated table-top displays created a point of difference for premium stores where space allowed. For smaller budget stores, our branded ‘kit of parts’ included window vinyls, strut cards and shoe risers to create stand-out.

The Oxford Street launch zone was designed as a pop-up gallery to imitate how we view art in a museum. The multifaceted space situated centrally in-store, can be approached from all angles, introduces the collection, and features a mounted replica of each artist’s work, whilst allowing consumers to browse and interact with the campaigns limited-edition product range.