Vans 50th Anniversary: conceptualizing global creative strategy and experience

In 2016, Vans celebrated 50 years of living "Off the Wall" by uniting expressive creators who embody fearless creativity. Through an ambitious global activation strategy, we helped concept the creative direction for Vans celebrating its 50-year heritage with a spectacular event at the House of Vans in New York and Austin. While Vans shifted their budget, they leveraged many of our proposals for their activations.

Thousands of guests gathered to honor five decades of "Off The Wall" moments, brought to life through immersive displays and the newly launched campaign, The Story of Vans. The iconic House of Vans venues, including the Brooklyn flagship and the SXSW pop-up at Mohawk, were transformed into vibrant showcases of Vans' rich legacy. Attendees marveled at the imaginative exhibits, reliving the brand's storied history through interactive installations, exclusive footwear displays, and personalized Vans Slip-Ons. The night reached a thrilling peak with electrifying performances by Erykah Badu, Nas, and Yeasayer, who delivered unforgettable sets that etched the celebration into Vans' illustrious history.

The Brooklyn House of Vans experience kicked off with a dramatic checkerboard entryway, drawing guests into a journey through time. The venue's dynamic displays merged retrospective storytelling with a celebration of Vans' evolution in design. Towering cutouts and thematic setups immersed attendees in the The Story of Vans, while a celebratory toast led by Vans' Steve Van Doren and an emotional cake reveal amplified the festivities. The crescendo of the evening was Nas' powerful set, joined by Yeasayer's melodic tunes, leaving the crowd energized and inspired. This event marks the beginning of a global celebration, with Vans poised to extend its House of Vans experiences worldwide, fostering creativity and culture across diverse communities in London, São Paulo, and beyond.