Vans’ new West End store in London is breaking the mold of traditional retail spaces by merging architecture, skateboarding, and community. Designed by Andrea Caputo Studio, this innovative space features a monumental 200-square-meter ramp crafted from travertine limestone, making it part skatepark, part community hub, and part retail destination.
A Unique Blend of Skateboarding and Architecture
The connection between skateboarding and architectural form has always been strong, rooted in the use of modernist and brutalist materials that promote creativity and adaptability. This legacy continues in the heart of London, where the Vans store on Oxford Street has redefined how skateboarding integrates with urban design.
Inspired by iconic skateboarding spaces like the Undercroft at London’s Southbank Centre, the store takes a bold step forward with a travertine ramp running the length of the space. The structure features a quarter-pipe with pool coping, a “Euro Gap,” ledges, and a rail, culminating in a dramatic vertical wall. The ramp’s versatility extends beyond skating—it can be reconfigured into seating and display units for Vans merchandise when not in use.
Functional Beauty: Travertine and Epoxy
What makes the Vans West End ramp truly unique is its use of cream-colored travertine stone, veined with green epoxy for enhanced grip. This combination is not just aesthetic but also highly functional. The epoxy creates a durable surface that meets the demands of advanced skating while maintaining a visual connection to Vans’ iconic brand identity.
“This is primarily a functional, not decorative, approach,” explains Andrea Caputo. “The epoxy fosters a direct connection between the material and the skaters themselves.”
Built for the Community
The ramp was developed with input from the Vans skate team, including Martino Cattaneo, Helena Long, and Josh Young, ensuring it meets the needs of skaters at all levels. The space will host skate lessons, demos, and open sessions, making it a central hub for London’s skateboarding community.
In addition to the ramp, the store features plywood display units with carved fronts, mimicking the grind marks left by skateboard trucks. These details reinforce the space’s authenticity, while a current exhibition by the Lovenskate collective showcases decks and posters, tying art and skateboarding together.
A Nod to Brutalism
Echoing the industrial aesthetic of Southbank’s Queen Elizabeth Hall, the store features exposed concrete floors and an open-duct ceiling. Caputo describes the design as an “anti-design” approach, focusing on functionality and authenticity over embellishment.
“We wanted to create tension between neutrality and functionality, staying true to skateboarding’s roots,” says Caputo.
Pushing the Boundaries of Skateboarding
For Vans, this project is about more than just retail—it’s a statement about the brand’s commitment to skateboarding culture. Andreas Olsson, Vice President and General Manager of Vans EMEA, emphasizes this:
“Skateboarding is Vans’ DNA. It was vital to build something real and authentic for the best skaters in London, using innovative materials to open up new possibilities.”
Skaters’ Take
Professional skaters have already embraced the space. Helena Long praises the ramp, saying, “The travertine is insane—it’s the type of material I used to search for while skating around the city. It’s gold.”
By combining innovative design, community focus, and an authentic skateboarding experience, Vans’ West End store sets a new standard for retail spaces. It’s not just a place to shop—it’s a landmark for London’s skateboarding culture.