Van’s Store
CLIENT: Vans
Brand Philosophy: Creative self-expression, skate culture, individuality.
History: Founded in 1966, iconic skate shoes expanded into streetwear.
Target Audience: Youth culture, skateboarders, surfers, streetwear enthusiasts.
Objective:
Design a new Vans store selling apparel, shoes, and accessories.
Promote the Vans lifestyle beyond retail.
Incorporate immersive, interactive experiences.
Make shopping an event, not a routine.
Ensure alignment with Vans’ brand values.
BRIEF:
A conceptual Vans store for Paddington that delivers a memorable customer experience.
Graffiti - Identity
Concept
“Identity”
The history and evolution of using the art of graffiti as a form of self-expression.
Concept History Themes:
Identity
Self-expression
History
Graffiti Through Time:
Egypt: Symbolic, narrative, cultural
Aboriginal: Spiritual, ancestral
Roman: Political, personal
1960s: Rebellious, urban, marginalised
Modern: Expressive, artistic freedom”
Depth of Concept
IDENTITY
The journey through graffiti reflects self-discovery.
Graffiti Evolution: The transition from vibrant to monochromatic mirrors self-discovery—starting with exploration and refining into identity.
Contrasting Palette: Reflects Vans’ balance of heritage and creativity, public vs. private selves, and chaos vs. order.
The store is personified as having its identity. The exterior showcases graffiti’s historical evolution from black-and-white to colour, symbolising a shift from introverted to extroverted identity. The interior reverses this, returning to a refined, industrial, black-and-white space.
EXTERIOR
The exterior features vibrant graffiti that embodies Vans' "Off the Wall" spirit and freedom of self-expression.
The exterior is vibrant, raw, energetic, and creative.
INTERIOR
The interior features a monochromatic industrial space with subtle pops of colour, symbolising a more refined and introspective identity. Black-and-white stencil graffiti reflects foundational identity, while a faint colour highlights evolution and self-discovery. The structured, raw interior mirrors Vans’ skate heritage and innovation.
The tunnel form continues inside, transforming into mesh. This references Fences Climb for graffiti and symbolises restraint and introversion.
SELECTED GRAFFITI STYLES & ARTIST
Stencil Style: Crisp, precise, layered (Banksy).
Wild Style: Complex, abstract, vibrant.
Artist Collaboration: Martin Whatson, a Norwegian street artist combining stencil and wild style through grayscale figures with vibrant overlays, strong contrast, and urban contemporary themes.
