Vans
SP25 Curren Caples Retail Activation Toolkit
We’ve enjoyed a close and creative partnership with the Vans team, collaborating on brand moments that celebrate individual expression and cultural relevance.
One of our recent campaigns was the launch of the Curren Caples’ first signature shoe, in May this year. Curren Caples is primarily a skateboarder, surfer and model who has been part of the Vans family since 2008.
This campaign is lighthearted and playful, inspired by iconic cologne ads, to celebrate Curren’s first signature shoe.
We were tasked with designing all activations, retail spaces, campaign posters and creating a toolkit that would be applicable across all tiers of Vans stores, globally.
A limited edition perfume scent has been developed in collaboration with Curren, inspired by skateboarding, the shoe and the desert.
The shoe was designed by Curren Caples and includes a new level of Vulcanized Perfection rubber, refined for skateboarding. It features a new outsole design including a custom tread pattern with rubber for on-board grip and durability while skating. The shoe has been reinforced for skateboarding, and has cushioned insoles, all designed for with extra durability, comfort and protection.
We designed activations that were scalable and impactful, and could work across various tiers of Vans stores. With the campaign being inspired by classic perfume ads, but rooted in skate and lifestyle, we created two distinct themes for the menu of activations. Tier 1 was centered on bringing the perfume counter experience to life and Tier 2-3 are about widening the experiences to focus more broadly on skateboarding and lifestyle.
Our spatial designs offered a range of suitable options for different stores, all rooted in the campaigns themes. We designed perfume counters and product displays with organic shapes, using clay and earth textures, with mirrored elements. These complemented the desert-based campaign photography and created an elevated feel for Curren’s range
Bespoke in store elements that accompanied the campaign were scent strips in the shape of Curren’s shoe, and luxury wrapping paper and bags for the product. We also recommended activation ideas that could recreate the campaign photography, providing a sense of immersion for the consumer and a connection with the product range.
For Tier 2 and 3 stores we included additional activation ideas such as bespoke kiosks, meet and greets, Curren-themed zines and branded scratch cards - all ideas creating an elevated experience but honouring the light hearted nature of the campaign.
Our focus on storytelling, and ongoing campaign immersion, has forged a strong creative partnership with Vans, built on a shared ambition that communicates the spirit of the brand.
Our aim here was to help create an impactful and memorable, elevated retail campaign for the Curren Caples launch, whilst driving awareness of the brand and specific product benefits. Our designs were successfully rolled out globally, including Tier 1 stores in NYC, London and Shanghai, plus LA, Paris and Beijing.
We look forward to sharing more of our work with Vans campaigns as they are released later this year.