Vans HO19 Classics SK8-Hi MTE 2.0
Oxford Street Flagship
Vans HO19 Classics SK8-Hi MTE 2.0 Oxford Street Flagship
As part of Vans' new flagship store located on Oxford Street, instore were enlisted to produce an experiential brand showcase in the entrance decompression area.
Based on their latest SK8-Hi MTE 2.0 campaign, the area needed to promote overall positive brand awareness and association,
as well as the product specific message in a manor that differentiated the activation from the other Vans stores.
As part of Vans' new flagship store located on Oxford Street, instore were enlisted to produce an experiential brand showcase in the entrance decompression area.
Based on their latest SK8-Hi MTE 2.0 campaign, the area needed to promote overall positive brand awareness and association,
as well as the product specific message in a manor that differentiated the activation from the other Vans stores.
As part of Vans' new flagship store located on Oxford Street, instore were enlisted to produce an experiential brand showcase in the entrance decompression area.
Based on their latest SK8-Hi MTE 2.0 campaign, the area needed to promote overall positive brand awareness and association,
as well as the product specific message in a manor that differentiated the activation from the other Vans stores.
As part of Vans' new flagship store located on Oxford Street, instore were enlisted to produce an experiential brand showcase in the entrance decompression area.
Based on their latest SK8-Hi MTE 2.0 campaign, the area needed to promote overall positive brand awareness and association,
as well as the product specific message in a manor that differentiated the activation from the other Vans stores.
As part of Vans' new flagship store located on Oxford Street, instore were enlisted to produce an experiential brand showcase in the entrance decompression area.
Based on their latest SK8-Hi MTE 2.0 campaign, the area needed to promote overall positive brand awareness and association,
as well as the product specific message in a manor that differentiated the activation from the other Vans stores.
Our Approach :
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.
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:
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.
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.
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.
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 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.
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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