Herald Square - NYC

An “Off-The-Wall” original since 1966 and leader in extreme sports footwear and skateboarding, VANS team up with RGLA to bring to live the creative expression of the brand to Herald Square in New York City. As with any of their stores, the overarching goal was to create a customer experience that exemplifies the brand’s commitment to authenticity, individualism and youth culture while working through the challenges of a unique buildout space. The existing building/space consisted of one cellar level, one ground floor retail space, and three upper floors for storage. VANS needed two floors of retail space to accommodate the typical footprint that would allow them to house footwear, apparel, a design-your-own custom zone and a skateboard pro-shop. In order for the second floor to become a retail space, we removed the third floor and installed stairs and an elevator for access. From initial site survey, to retail planning, storefront design, construction documents and program management, RGLA orchestrated this building renovation from start to finish. RGLA works very closely with the VANS design team to make sure the vision for the stores is implemented to their brand standards. To appeal to its young, free-spirited consumer, raw honest materials are used on all the fixtures and store features including hot rolled steel, rusted steel, plywood, brick, concrete and reclaimed flooring to communicate the essence of this iconic brand in a highly versatile and adaptable manner. The goal is to utilize these materials, not just as design elements, but as an integral part of the VANS story…a street culture story that has been undeniably “OFF THE WALL” since 1966. A number of interactive components showcase the lifestyle and street culture that is VANS…A large video wall upon entry exemplifies the lifestyle while simple self-standing fixtures in front showcase three of their new footwear lines…a custom shop adjacent to video wall with its own iPad displays and screen where customers can create/order your own design…video screens at each cashwrap and feature areas within apparel showcase their core sponsored sports and events.


  • Client VF Corporation - VANS
  • Categories Architecture, Flagship, Footwear, Lifestyle Brand, Program Management, Rollout, Specialty Retail
  • Photos Courtesy of VANS (Peter Pabon Photography)