Vans SP20 Ultra Range Exo - Lifestyle
Oxford Street Flagship 

Vans SP20 Ultra Range EXO - Lifestyle Oxford Street Flagship

 


Our challenge for the Ultra Range campaign was to bring the theme of 'expect the unexpected' to life.

Their visual campaign for the range focussed on the suitability for wearing the range while exploring, whatever the environment.

We created an immersive and truly inspiring space by creating a mixture of nature and Brutalist architecture.

 

 Our challenge for the Ultra Range campaign was to bring the theme of 'expect the unexpected' to life.

Their visual campaign for the range focussed on the suitability for wearing the range while exploring, whatever the environment.

We created an immersive and truly inspiring space by creating a mixture of nature and Brutalist architecture.

Our challenge for the Ultra Range campaign was to bring the theme of 'expect the unexpected' to life.

Their visual campaign for the range focussed on the suitability for wearing the range while exploring, whatever the environment.

We created an immersive and truly inspiring space by creating a mixture of nature and Brutalist architecture.

Our challenge for the Ultra Range campaign was to bring the theme of 'expect the unexpected' to life.

Their visual campaign for the range focussed on the suitability for wearing the range while exploring, whatever the environment.

We created an immersive and truly inspiring space by creating a mixture of nature and Brutalist architecture.

Our challenge for the Ultra Range campaign was to bring the theme of 'expect the unexpected' to life.

Their visual campaign for the range focussed on the suitability for wearing the range while exploring, whatever the environment.

We created an immersive and truly inspiring space by creating a mixture of nature and Brutalist architecture.

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Our Approach : 

Focusing on both the feel of a physical journey of exploration, creating a truly immersive area of the store was key.

Creating an isolated environment within the decompression area was key to create the sense of stepping into a unique world.

Keeping the main themes of exploration, journeys and expecting the unexpected were forefront in our thinking through the design and final execution.

Our main feature included an instore micro climate which created an immersive and engaging space. Using props, lighting and sound effects there was constantly changing weather going from sunshine to heavy thunder storms.


Solution: 
Solution: 

In order to create a definative space for the execution, we created clear entrances to the space. This increased the feeling of stepping into a space seperate from the rest of the store and the outside world.

The space was taken over with a mixtures of large concrete brutalist structures and thick black frame work. The hard edges of the man made structures were put into constrast with live plants and folliage giving the feeling of an overgrown 'lost world'.

Mirrors helped create light and the illusion of more space, while coloured acrylics and transparent graphics created a unique feel which changed with the lighting throughout the day.

By taking a fresh look at the underlying message of the SK8-Hi MTE 2.0 campaign, we extracted the main message and product features to focus our activation on.

The idea of the product being weatherized to withstand wet and cold conditions, and maintaining the California design ideals of Vans led us to creating an installation that brought an element of sunshine to a cold and wet climate.

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Customers were invited to step inside a surreal space and fully immerse themselves in the campaign with a centre piece unit modelled on Botanical gardens from around the world. While inside, the mixture of light coming through the transparent coloured panels, the transparent graphics and casting shadows from the intricate frame work mixed with mirror panels and plant life to create a disorientating and inspiring journey.

Timed cameras were set up in the unit to capture your journey and your reaction while walking through and were projected as a CCTV image onto screens.

A large CCTV style bank of retro monitors was installed displaying a mixture of CCTV stills, campaign video content and still images created a unique and intriguing installation piece.

We produced a central sculpture below the rain clouds demonstrating how the product was suitable to both urban and natural environments to keep you warm and dry whatever the conditions.

 

The unique juxtaposition between rudimentary architecture and technology was emphasised with retro monitors and concrete pillars displaying campaign imagery and product from within the undergrowth of the foliage.

The sunshine was brought to the area with a painted stripe that followed from window to ceiling to floor to encapsulate the unit and call back to the main campaign imagery.  Product display facing onto the street mimicked the central piece in miniature as well as displaying digital content to show the main campaign message.

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