Vans recently opened a brand showcase store in the Gangnam district of Seoul, marking its first brand showcase store in Asia. The small but mighty 300 square foot retail space includes two floors of brand experiences and retail displays across all categories, including footwear and apparel.
The space focuses on highlighting Vans’ rich history across surf, skate and snow, beginning in 1966. As a main activation, Vans has created a shoppable timeline that allows visitors to delve more deeply into the brand’s signature Eras, books, vinyl and photo prints. Customers are able to directly shop items from the wall. Additionally, a “culture library” on the second floor of the space adds an extra contextual touchpoint, as visitors are able to flip through books, magazines and zines related to Vans.
On the second floor, Vans has created a customization zone that is free and open to the public every day. In the zone, visitors are given the opportunity to design their own Vans shoes and accessories using screen printing, embroidery and dip dying techniques.
Other installations include a wall of vintage speakers and TVs, a live radio space for artists and musicians and a mural by Los Angeles-based artist Cryptik.
The Vans brand showcase store is currently open at the address below and will offer weekly programming including art workshops, music showcases and cultural events.
Vans Brand Showcase Store Gangnam
Yeoksam-dong, Gangnam-gu, Seoul, Korea
Elsewhere in retail, Twelvepieces is currently holding a “Local Heroes” art exhibition, where the brand has dropped 12 specially designed and numbered shirts, each inspired by the history of Egypt.