Have I Been Experienced...?

This article is about my Vans Williamsburg store experience:

YES I was experienced??

I continue with my local series of design dialogues about the nature of experience/ial design in retail & beyond and why it's important - especially now in an unpredictable economy where connection and vitality is paramount for brand loyalty and continuity.

I explore/audit the retail stores in my neighborhood* based on their approach to "guest experiences". I asked them 3 questions:

1. What's your "Brand/Store" Experience?

2.?What's your policy on sustainability??

3.?Do you have in-store events?

On entering the store a custom scent subtly wafted over me stimulating my olfactory senses - I didn't realize at first - it just made me feel comfortable and relaxed, like being somewhere familiar.

The Williamsburg store is one of only 3 boutique Vans stores worldwide - it's quite impressive. I walked by a display of limited edition sneakers facing a product wall of best sellers which led in to a sort of urban Vans Shinto shrine welcoming in the new seasons collection. Great impact, drama and style!

The middle earth of the store houses the checkout and a custom skateboard Lab.

Street art, post 80's grunge, POP icons and of course MOTORHEAD appear selectively here and there (on skate decks) and limited edition sneakers. The spirit of Kurt is close by...

I considered Van's humble origins as a subversive skater brand where the first shoes on display sold for only $2.49 and $4.99 back in 1966! Now it's a subculture brand selling mainstream - as is often the case with "authentic" grunge brands connecting on an emotional level with people looking for something a bit "alternative". Punk, SKA, Surf, Snow - it's all here - talk about radical design - it's everywhere from store exclusive seasonal Colab collections with local artists to street artist's tricked out skateboard tech workshops. This place is alive and kicking...

Van's commitment to sustainability is ambitious and evident in their VR3 sneaker line where the product consists of uppers made from 100% organic cotton canvas and at least 30% of the product is made up of one or a combination of recycled, renewable, and/or regenerative materials like biobased EVA foam partially derived from plants. This is a great initiative which hopefully will become 100% inclusive on all their products going forward.

Special instore events are on the horizon as we sadly lament the closing of the Williamsburg "House of Vans" event space...

PS: No AI in sight...Vans keeping it real...

* Williamsburg, Brooklyn, NYC where I've lived for the last 23 years has "experienced" massive change. From wasteland, sketchy factories and abandoned warehouses - to chic new stores, hotels and lounges. Now it's home to some of the worlds most recognizable brands (Both?Chanel?and?Hermès?are set to open soon).

Next design dialogue: Have I Been Experienced - H&M Williamsburg.