Created an original retail concept for pinnacle East Coast-based stores for global footwear brand, Vans, which we named The General. A collaboration between Vans, and local sneaker and skate store, DQM, our task was to authentically connect the Southern California-based brand to New York’s street-fashion driven community of skaters and creators.

We created the retail concept and brand, and designed and launched three consecutive retail stores within five years: Soho, New York; Boston, Massachussets; and Brooklyn, New York. The retail environments were designed as immersive, experiential brand spaces within which Vans could launch its most exclusive products and events.

The original store opened within New York City’s Soho district in 2011 on Grand St. A designated New York City Landmark, 93 Grand Street was designed in 1868 by John Snook, known for designing the first Grand Central Station as well as the St. Nicholas Hotel. This store represented Vans’ first foray into Manhattan, and the intention was that it feel like a boutique, with the best of Vans’ product stories told by the New York-based DQM team.

Designed the interior environment, architecture, and interior styling, including commissioning and curating original artwork and furniture. Additionally, we designed over fifteen original footwear collections and campaigns from end-to-end, including product design, marketing strategy, art direction for photography and video campaigns, graphic design for outdoor marketing billboards and posters, and in-store retail window and merchandising displays.