Last week saw the launch of the iconic collaboration between Vans and eight-time grammy-award winning artist Anderson. Paak. Described by High Snobiety as a “funkadelic collaborative collection of apparel and kicks” the unique capsule features apparel and footwear inspired by heritage, creativity and soul. It’s a celebration of Anderson .Paak’s unique style and the creative expression that defines Vans’ ‘Off The Wall’ mentality.

To launch the collection in retail, we worked with Vans on the IRL executions across London, with an immersive activation in Vans Oxford Street store that enables visitors to step off the street straight into the campaign and a window display and in-store digital screen at the brand’s Covent Garden boutique.

From the Vanderson tie-dye tee to his signature Epaak Sport shoe that mixes Vans’ classic style with a subtle print of black paisley layered over black suede and even features a painted portrait of the artist on the tongue, the collection is littered with delicate details that call for a second glance. We brought these details to life in the Oxford Street activation space to build a space of craftsmanship and creativity that reflects the funk, style and soul of both Anderson .Paak and Vans.

Giving back to its community, customers that purchased a piece of the collection were in with a chance to win a golden ticket for VIP access to Anderson .Paak’s exclusive launch gig at the House of Vans.

Design elements include; luxurious printed backdrops, draped velvet curtains, plinths topped with velvet cushions, retro tailor busts, a red leather couch and wooden ladders draped with material product. 

In the middle of the space we created the work table taken straight out of the Vanderson campaign video. Complete with a Singer sewing machine, shoemaking tools and product materials, it recreates the old studio atmosphere of bygone shoemakers.

From the street, customers can see straight inside the store to drive intrigue and footfall, with one window featuring a majestic painted portrait of Anderson .Paak backed by regal velvet curtains.

“Vans was super patient with me on this one. We met every week in Malibu and designed these shoes in the California sunshine. This is my best drop yet and I’m so proud of what we’ve come up with!” – Anderson .Paak

“Anderson embodies everything this brand stands for –– authenticity, optimistic imagination, and creativity –– and we are honored to have him as part of our family.” – Director of Global Music Marketing at Vans