Vans has reimagined its flagship West End store on Oxford Street with a striking centerpiece: a skateable travertine ramp, combining its skateboarding heritage with bold design. The store, first opened in 2019, now showcases a transformation led by Milan-based architect Andrea Caputo, celebrating skateboarding, music, and art.
The Travertine Skate Ramp
The 200-square-metre skate ramp, crafted from travertine stone, was developed in collaboration with Vans’ skateboarding ambassadors. Designed as a modular, multi-transition obstacle, it spans the store’s length and features a dramatic vertical wall at one end. When not in use for skateboarding, the ramp can be reconfigured into seating or merchandising stands, making it versatile for retail and events.
“Designed as a single large block of stone, entirely laid and polished on-site, the ramp will be the beating heart of the store,” Vans explained. The ramp will host skate lessons, demos, and events featuring the Vans skate team and local skate schools.
Flexible Design for Retail and Events
The store’s interior is adaptable, with perforated glass peg-board-style panels enhancing retail displays. The space is designed to seamlessly transition between its role as a retail outlet and a venue for live music shows, art exhibitions, and community events.
A Tribute to Skateboarding Culture
The store integrates other skateboarding-inspired elements, including:
- Plywood walls and product displays, carved to mimic the grinding marks of skateboards.
- A stripped-back industrial aesthetic with concrete flooring and exposed ducting for urban authenticity.
Collaborations and Exclusives
Vans West End showcases a wide selection of Vans products alongside collaborations with brands like The Great Frog and Gomi, which created exclusive checkered speakers and powerbanks.
Architectural Legacy
Andrea Caputo, known for his thoughtful design, previously created Vans’ Seoul store with modular plywood displays inspired by Carl Andre and Donald Judd. Vans has also celebrated skate culture globally, unveiling a temporary skate bowl last year in front of the Sacré-Cœur Basilica in Paris.
The revamped London store reinforces Vans’ commitment to blending skateboarding culture, innovative retail design, and community engagement.
