When Vans opens it’s newest promotional space inside a Brooklyn, New York warehouse it will not be to sell shoes to the general public. No. The 24,000 square foot warehouse will be used by Vans to host parties, music shows, art exhibits and skate demos, according to a Conor Daugherty story in the Wall Street Journal.
The “House of Vans,” as executives at the Orange County, Calif., company have dubbed the park on Franklin Street, a few blocks from Greenpoint Avenue, is part of a broader strategy to beef up Vans’s presence in New York and the East Coast. . . “Brooklyn is one of the best Vans strongholds outside of California,” says Doug Palladini, Vans vice president of marketing. “As big as Vans has become, we’re still really only known in a few key spots outside of California.” . . But while “you can’t just show up,” Mr. Palladini said there will be occasional chances—a special event through a local skate shop, for instance—for outsiders to get inside the park and roll around. He declined to say how much the company is spending on the facility.
NYC party space rental is expensive. Might as well just own it.
[Link: Wall Street Journal]
See you on teh east coast Dewitt!
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