New features a campaign that encompasses digital advertising, OOH, collaborations with influencers and artists, activations and exclusive events
Vans opened a multicultural space, in the Largo da Batata region, in São Paulo, aimed at the city’s community. The venue, measuring more than 500m², will have musical and artistic performances open to the public, as well as a store measuring around 300m², which will have exclusive product lines in Brazil. The project is part of the partnership between the brand and Lapi, responsible for the Largo de Pinheiros revitalization project, or Largo da Batata, as it is better known.
The brand launched a campaign especially for this unit that includes digital advertising, OOH, collaborations with influencers and artists, exclusive content development, activations and exclusive events.
The location will have a ‘pick up store’ service, where consumers will be able to collect their orders purchased through the website. On the ground floor, there is a concept store and a multicultural space where the brand will bring general activations to its consumers, such as exhibitions, which will feature monthly shows by local artists; and a stage for events, shows and which will also be transformed into a studio for generating brand content. The space dedicated to the store will feature the latest Vans news, including sneakers, clothing and accessories, as well as collabs with famous artists and athletes from around the world.
The building will also have a hub for meetings, conversations and presentations, which will be a space dedicated to various activities and interactions between the local community, athletes from different sports, as well as enthusiasts, materializing the three pillars of Vans: art, action sport and music .
“Our main objective is to strengthen our brand in the region, offering differentiated experiences, aligned with the brand’s pillars, connecting us more intensely with the local community and consumers”, says Pietro Giovanelli director of Vans in Brazil.
