London delivery: House of Vans opens second space at Waterloo

Like the Brooklyn location, this is a creative space complete with a full skate park and music hall for concerts and events. But Vans has pushed the boundaries and its ambitions, taking advantage of the 30,000-square-feet space to include more amenities such as a 160-seat cinema, a gallery, two bars and a café. 

For the next three years, Vans will host workshops, exhibitions and events all while being open to the public for screenings and those who want to stop by and skate. 

‘We realised that in Europe, the brand was seen as a pure action sport brand, but that is just a part of who we are. Since 1966 Vans has been adopted by youth culture, and for us, this means a mix of art, music, fashion and action sports,’ Jan van Leeuwen, general manager and vice-president EMEA of Vans, said in a statement. ‘With House of Vans, we bring all of our cultural pillars to life under one roof, highlighting our commitment to the brand promise: to support and nurture creative expression.’

House of Vans is The Convergence Economy on show, bringing the culture of a brand into a well-executed space that goes beyond product. For more, see our Convergence Retail market report.