VF, leader of iconic brands including The North Face, Vans, Timberland and Dickies, has opened a brand immersion showcase designed to fuel growth in the UK.
Axtell Soho has offices and dedicated brand experience floors for Timberland, The North Face, Vans, and Kipling, as well as a showcase space for Napapijri, Dickies, Eastpak, Icebreaker, Smartwool, and Altra. On the sixth floor is a digital design and innovation studio, and there’s also a rooftop garden.
The space was built using sustainable design principles and includes innovative and smart technology including custom video walls, cinema surround sound, avatar-based virtual mannequins, and touchscreen displays. Visitors can change the lighting, display products in different scenarios, and place wholesale orders from the interactive digital displays.
Martino Scabbia Guerrini, president of VF EMEA Group, said: “At VF, elevated design is at the heart of our brands’ strategy and product creation. This, along with our company’s purpose and commitment to sustainability, drives all our business choices. Having our experiential brand showcase for retail customers in the centre of one of the top fashion capitals in the world will help our brands to innovatively develop and support our company growth in the years to come, including recruitment of the industry’s best talent.”
The UK is VF’s number one market, accounting for 20% of all EU revenue, and London is their current focus for expansion. VF currently owns 57 stores in the UK, 20 of which are in London.