The activation, located underneath Waterloo railway station in five Old Vic tunnels, aims to offer a place for consumers to enjoy art, music, skateboarding, BMX, street culture and fashion for at least the next three years, as well as giving local communities the opportunity to experience and engage with Vans' 'Off The Wall' concept.
The brand’s House of Vans concept first started out in Brooklyn, New York. Last year Vans took the activation to Berlin in a pop-up form as part of Berlin Fashion Week.
It will officially open to the public tomorrow (9 August), and will include live music, a ‘Scissors & Glue’ exhibition, talks focused around independent publishing, and a selection of Vans products on display.
Vans has worked with Black Sparrow Presents and Zero Degree Events to transform the 30,000-square-foot space.
Vans has also partnered with a number of brands as part of its ArtLabs spaces – a series of blank canvas areas which will play host to workshops. On Saturday, skateboarding company Lovenskate will be showing attendees how to create stylish screen printing, Wah Nails will show guests how to decorate their nails with unique and inspired art, and the AONO Barbershop will be offering grooming sessions.
House of Vans London also includes an indoor skatepark, where guests can book a free, two-hour BMX or skateboarding session, a cinema room, an 850-capacity music venue, bars and a restaurant
Jeremy de Maillard, vice president of marketing at Vans, said: "The House of Vans London is the physical manifestation of the cultures and creativity at the heart of the Vans brand. London is the perfect city to expand this original concept first established in Brooklyn and it’s an honour to take over this iconic venue from the Old Vic.
"We’re looking forward to building on this legacy, working closely with the local communities and key stakeholders involved in the project."
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