House of Vans plans Barcelona pop-up event
House of Vans will host an event in Barcelona for the first time. Dedicated to culture, creativity and skateboarding, the event will be held on 25-28 September at Utopia126 near the trendy Poblenou district.
An old art deco factory has been selected to host the pop-up event, which will open its doors to the public free of charge for four days. Live performances by the likes of Canadian DJ Kaytranada, workshops, a local market, skate sessions will be combined with an art installation called Black Rainbows, which celebrates the world’s first skateboarding shoe made by and for skateboarders. American skate star Tony Alva will take part in a talk on Saturday 28 September.
Vans’ experiential platform, established in 1966, has two permanent locations: in Chicago, USA and Waterloo, London. Several cities including Paris, Berlin and Johannesburg have also been selected for pop-up events in recent months.
In the first quarter of the year, sales at the American firm grew 20%, mainly boosted by the Slip One and Old Skool ranges. Vans’ parent company VF Corp is hoping the skate label makes over $5 billion in revenues by 2023. Michel Bilodeau has been recently named as vice president, general manager of Vans in the EMEA region
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