Vans, the iconic skate and lifestyle brand, has once again raised the bar with the grand opening of its newest flagship store in Sandton City on 20 July. This latest retail innovation expands the brand’s revolutionary 3.0 concept, bringing a fresh wave of excitement to Johannesburg’s skate and creative communities.
Walking into the new store, you immediately feel the pulse of Vans’ rich heritage combined with a futuristic twist. The design is a visual feast, with distinct areas dedicated to Skate, MTE (Made for The Elements), Life & Style, Vans Premium, and Seasonal Stories. Each pocket offers an immersive experience, showcasing the best of what Vans has to offer and inviting customers to dive deep into the brand’s universe.
“Vans has been evolving as a brand globally, what you see here is an extension of that global evolution. What makes our store unique is the skate heart section and Njabulo’s artwork throughout the store. This is what separates us from other stores globally and locally. Sandton is a super iconic spot, not only in Johannesburg, but in South Africa, so we thought that there’s no better place to bring the concept store to Sandton,” says the Vans’ brand team.
“One standout feature of the flagship store is its commitment to the skate community. As the first Vans store to carry skate hard goods, it caters to skaters of all levels with an array of decks, trucks, wheels, and more from globally renowned brands. This move is set to transform the skateboarding landscape in Johannesburg, making once hard-to-find gear readily accessible.”
Adding a unique touch to the store is a mural painted by the talented Njabulo Hlophe, inspired by local landmarks. Njabulo’s artistry didn’t stop there—he also led a hands-on station where attendees could create their own art on skate decks. This collaboration with Njabulo is a testament to Vans’ dedication to blending creativity with skate culture, offering a platform for local talent to shine.
The launch event was nothing short of spectacular. Guests enjoyed skate-themed treats, mystery discounts on Vans gear, and some even walked away with their purchases completely free. The presence of the Vans South Africa skate team added to the electrifying atmosphere, making the day a true celebration of skateboarding and creativity.
“We’re going to be running Bi-monthly workshops in our dedicated activation space in the store, which is a first, with up and coming artist, we’re just going to keep the momentum of our launch going throughout the year” -VANS Band Team
We had the privilege of speaking with the Brand Manager of Vans South Africa, who shared their vision for this flagship store. “We wanted to create a space that not only reflects the spirit of Vans but also serves as a hub for the local skate and creative community. Johannesburg has always had a vibrant skate culture, and this store is our way of celebrating and nurturing that.”
Njabulo, the mastermind behind the store’s unique design elements, echoed this sentiment.
“Skateboarding and creativity are inherently linked. Both are about pushing boundaries, expressing individuality, and building community. This store is a physical manifestation of that ethos.” -VANS Band Team
The opening of Vans’ flagship store in Sandton City is more than just the unveiling of a new retail space; it’s a bold statement of Vans’ commitment to the local community. By bridging the gap between skateboarding and creativity, Vans is not only honoring its roots but also paving the way for the future of these intertwined cultures in Johannesburg.
So, whether you’re a seasoned skater, an art enthusiast, or someone looking to experience the vibrant synergy of skate and creativity, Vans’ new flagship store is the place to be. It’s not just a store—it’s a celebration of everything that makes Johannesburg’s skate and creative scenes so unique and dynamic.
