Vans opens new Milanese address at Orefici11 concept store
Vans has a new Milanese address at the Orefici11 concept store. The Californian sneaker brand has opened a new, 300 m2 monobrand shop on three levels inside the retail venue operated by parent company VF Corp.
The new shop, Vans’s 36th in Italy and fifth in Milan, aims to become the destination of choice for Vans Italian aficionados, and especially Milanese ones.
The interiors have been designed by the creative team of Vans EMEA. The ground floor features an interactive audio-visual zone. The lower level hosts an additional display area, as well as a dedicated area for skateboarding projects. Some of the store’s walls have been personalised by Milanese visual artists.
Steve Van Doren, son of Vans founder Paul Van Doren and currently the brand’s vice-president events & promotions, attended the store's inauguration, flying in directly from the USA.
The new store will host an initiative, called ‘Behind the Wall’, giving voice to the artists who worked on the store's interior decoration via a live radio broadcast on May 24 and 25, from 5 pm to 7 pm CET.
The Vans collections are distributed in 97 countries via the brand’s subsidiaries, international offices and distributors, operating over 2,000 shops between monobrand stores, concessions and partnerships.
Orefici11 is a multibrand concept store created by VF Corp., located in Milan’s via Orefici and extending over 2,000 m2 on several levels, home also to monobrand stores by the group's other brands, Timberland, The North Face and Napapijri.
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