Vans presents in Brazil’s São Paulo its first Brand Showcase in Latin America
RIO DE JANEIRO, BRAZIL – Located in what is considered one of the main financial, service, and cultural centers of the country and composed of 250m2 of built area, the Vans Store Avenida Paulista features two floors full of brand experiences, a complete skate shop, in addition to receiving the main collections of sneakers, apparel, and accessories that unite the California lifestyle with South American multiculturalism.
Conceived at the end of the 19th century, the city’s first paved public thoroughfare carries in its history, and literally in its construction, action sports, music, and art, combining to create and determine what we know today as street culture in Brazil: a celebration of freedom of expression, support for diversity in its infinite possibilities, and encouragement of creativity.
Designed to provide the brand’s deepest and most elevated global retail experience, the unprecedented Brazilian Brand Showcase welcomes its fans from a space dedicated especially for the presentation of Vans’ purpose of enabling creative expression through the display of materials that elevate the brand’s values, DNA, and campaigns that extol the “Off The Wall” spirit.
The first floor is further enhanced by the sales area for Vans’ main collections of sneakers, apparel, and accessories, such as the iconic Classics, in countless variations of executions for all ages; the line developed specifically for the demands of skateboarders, the Skate Classics; the modern and versatile UltraRange family of sneakers; the extensive and complete Authentic Chino pants franchise, and the brand’s comfortable and durable Off The Wall Tee.
Between floors, consumers are impacted by the intervention of one of the main icons of national urban culture, the local artist from the city of São Paulo, Felipe Yung, who signed, established, and popularized his name on the walls of Brazil and around the world as “Flip”.
For three decades now, transiting originally from the streets to international exhibitions and uniting his main inspirations with elements of Japanese culture, Flip developed a customized project for the Vans Store Avenida Paulista that, besides perfectly consolidating the Vans DNA with its artistic perspective, mainly consecrates art, urban culture, and creative expression.
The mezzanine of the Vans Store Avenida Paulista, specially built to pay tribute to the company’s past and reinforce its commitment to the future of action sports, includes an exclusive area for the celebration of skateboarding, reception of the campaigns and products of the Vans Skateboarding division, and the big differential: the operation of a complete skate shop.
Following the global standard of all Vans Stores on the planet, the brand’s nineteen physical points of sale in Brazil – fifteen Vans Stores (six in the state of São Paulo, one in the Midwest region, three in the South, two in the city of Belo Horizonte, two in Rio de Janeiro and one in Fortaleza) and the four Outlets distributed among the states of São Paulo, Rio de Janeiro and Goiás – incorporate Vans’ national health and safety plan to fight the Covid-19 virus.
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This article was produced by The Rio Times’ automated newsroom system. How we use AI · Report an error · Editorial responsibility: Matthias Camenzind, Editor-in-Chief
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