Vans Opens Extravagant 'House of Vans' Location in Mexico City
Niko Pajkovic — December 10, 2021 — Marketing
References: vans & fashionunited
Iconic skate brand Vans has announced the opening of its latest 'House of Vans' location in Mexico City. Similar to its London and Chicago destinations, the new House of Vans will function as a branded community hub home to a full skate park, music venue, art gallery, theatre, and more.
The massive space will be used to host various events such as concerts, film screenings, interactive workshops, and art exhibitions. Moreover, most events, including major concerts, will be made available to the public, free of charge. For example, to celebrate the opening of the new space, visitors can join a Japanese breakfast event hosted by bestselling author Michelle Zauner before attending free concerts put on by local Mexican musicians.
“It’s a space where the ‘Off The Wall’ spirit lives, which will enable action sports, music, art, and street culture communities to embrace and develop their expressive creativity to keep making history within Mexico City’s rich creative landscape," said Iñigo Perezcano, Vans’ senior marketing manager.
Image Credit: Vans
The massive space will be used to host various events such as concerts, film screenings, interactive workshops, and art exhibitions. Moreover, most events, including major concerts, will be made available to the public, free of charge. For example, to celebrate the opening of the new space, visitors can join a Japanese breakfast event hosted by bestselling author Michelle Zauner before attending free concerts put on by local Mexican musicians.
“It’s a space where the ‘Off The Wall’ spirit lives, which will enable action sports, music, art, and street culture communities to embrace and develop their expressive creativity to keep making history within Mexico City’s rich creative landscape," said Iñigo Perezcano, Vans’ senior marketing manager.
Image Credit: Vans
Trend Themes
1. Branded Community Hubs - Creating branded community hubs with a diverse range of offerings can help companies engage with their consumers in unique and memorable ways.
2. Free Public Events - Companies can attract a larger and more diverse audience by offering free public events that feature local talent and celebrate the surrounding community.
3. Multi-functional Spaces - Multi-functional spaces that provide a variety of experiences can help companies attract and retain customers by offering them the opportunity to engage with a range of activities and events.
Industry Implications
1. Retail - Retailers can create immersive experiences that bring their brand to life by incorporating elements of skate culture, street art, and music into their physical locations.
2. Entertainment - Entertainment companies can leverage the popularity of music and art events to engage with their audience and create memorable experiences around their brand.
3. Hospitality - Hotel and restaurant companies can attract guests by creating unique and memorable experiences, such as pop-up galleries or music venues, that celebrate local culture and add value beyond traditional accommodations or dining options.
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