Vans Opens Skateable Concept Store on London’s Oxford Street
Vans has transformed its Oxford Street store in London into a new retail and cultural destination built around skateboarding, music and art. Called Vans West End, the concept store combines experimental architecture, exclusive product drops and a flexible space for skate events, live music and creative exhibitions.
Originally opened in 2019, the store at 214 Oxford Street has been redesigned by Milan-based architecture firm Andrea Caputo Studio. The project brings the spirit of House of Vans into a retail setting, placing skateboarding at the centre of the experience.
A Skate Ramp at the Heart of the Store
The centrepiece of Vans West End is a 200-square-metre Roman travertine stone skate ramp that runs throughout the store. Built as one large stone installation and laid and polished on-site, the ramp can also accommodate interchangeable glass display modules when it is not being used for skating.
The space is designed to host skate lessons, demonstrations and events featuring the Vans skate team and local skate schools. The ramp was developed with input from Vans athletes Martino Cattaneo, Helena Long, Josh Young, Willow Voges Fernandes and Jordan Thackeray.
The store’s design also reduces storage requirements by more than 50%, allowing more room for retail and community activities. Custom-ground plywood introduces another reference to skateboarding, with its carved surface reflecting the construction and texture of skate ramps.
A Space for Skateboarding, Music and Art
Vans West End is designed to change according to the events taking place. The store can shift from hosting skateboarding sessions to live music performances and art exhibitions, creating a flexible venue for London’s creative community.
The concept reflects Vans’ wider connection to skateboarding and counterculture, with the brand looking to build relationships through community events, creative collaborations and curated products.
Vans Teams Up With The Great Frog, Gomi and Lovenskate
The London store introduces a selection of third-party partners, marking a first for Vans retail in Europe. The initial collaborators include jewellery brand The Great Frog, recycled-tech company Gomi and skate label Lovenskate.
London jewellers The Great Frog have created custom Vans-branded pieces that bring together punk and metal influences with recognisable Vans motifs, including the waffle pattern, Checkerboard Slip-On and skull designs. The collection will be sold alongside selected pieces from The Great Frog’s own range.
Brighton-based Gomi, known for creating speakers and power banks from recycled e-bike materials, has developed checkerboard speakers and power banks available exclusively at Vans West End.
Meanwhile, Lovenskate has produced a series of skate decks and posters featuring artists Chloe Bernard, French Sayer, Jon Horner and Isabel White, also known as Elfin.
The store will also feature Feel, an exclusive zine created by London-based creative Jack Charlie Mitchell. Vans and Mitchell have additionally curated books, music and other media for the space.
Exclusive Vans Products and Limited Releases
Vans West End will showcase the brand’s OTW by Vans, Premium and Skate categories, alongside selected collaborations and store-exclusive releases.
It is the first Vans-owned retail location in Europe to stock OTW by Vans, the brand’s highest-end product category, which was previously available through selected regional retail partners.
Exclusive releases include “Innit” T-shirts and skate decks inspired by local slang. The store will also bring back limited quantities from sought-after past collections, including OTW by Vans collaborations with Parra and Undercover, Vans x BAPE, Helena Long’s 2023 collection, and the Safe Low by Rory Milanes and Danny Brady.
The approach combines new releases with archival pieces, giving visitors access to products that may otherwise be difficult to find.
Vans’ Retail Strategy Looks to Skateboarding
Andreas Olsson, Vans EMEA vice president and general manager, described the store as an important step in the brand’s strategy to elevate its offering through skateboarding and respond more closely to youth culture.
Vans West End extends that strategy beyond footwear and apparel, positioning the store as a place where retail, skateboarding and creative communities can intersect.
Where to Find Vans West End in London
Vans West End is now open at 214 Oxford Street, London, W1D 1LA. The brand’s new Vans London Instagram page will share updates about upcoming events and programming.
For more information, visit the official Vans West End website.
Image credits: Tom D. Morgan and Rafal Wojnowski. Athlete credits include Martino Cattaneo, Aaron Jago, Leo Turner and Willow Voges Fernandes.
