Created an original retail concept for pinnacle East Coast-based stores for global footwear brand, Vans, named The General. Our third store opened on North 7th St in Brooklyn’s trendiest neighborhood; Williamsburg in 2016. This store is a home for the very best of Vans’ product stories, and features its most exclusive projects.

Created the retail concept, naming, positioning strategy, and branding. Designed the interior environment concept, merchandising, and styling, and commissioned and sourced original artwork, furniture and decor.

The General’s Williamsburg, Brooklyn location was designed as a story-driven space, defined by artful merchandising and small, easy-to-put-together events to build community and create experiences for our customers. Merchandising including in-store installations and window displays tell our more general product stories, layered with events, special project and collaboration launches.

The store environment has a clean, minimal feel, in a pared-back palette of white, black, glass, and concrete, with natural leather and wood accents. The environment is light with air and space, making as much use of the abundant natural light as possible. We wanted the furniture and fixtures to have thin lines, as if the space itself is a drawing with thin black outlines, a clean canvas within which to showcase premium products.