North Face 2010 Annual Report Download - page 10

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HOUSE OF VANS, BROOKLYN 11222
To bring to life the iconic Southern California Vans®
brand on the East Coast, a multifaceted event
space named The House of Vans opened last fall in
Williamsburg, Brooklyn. This invitation-only space
is not a pop-up store, and no products are sold there.
In fact, the only way into The House of Vans is via an
invitation from Vans, through a local skate shop or at
events sponsored by the brand’s media partners.
The House of Vans features an indoor concrete bowl
and skatepark and outdoor street course; a perma-
nent, professional stage for concerts, and custom art
by Mike Giant and Dennis McNett. The House of Vans is
a blank canvas to bring the brand’s stories to life, and
allows the brand to create deeper relationships with its
consumers and retailers.
DEEPER BRAND EXPERIENCES
Brand. Building.
A 25,000 sq. ft.
mecca for art,
skateboarding,
music and
street culture.
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