TX Huaihai is positioned as youth energy centre that brings together shopping, catering, pop culture and various forms of arts. The shopping centre introduces a new retail concept that combines curation and retail experience. TX Huaihai provides a high-quality, multi-dimensional platform for young consumers, and promote diversified culture and young lifestyle for new consumer communities. Inspired by skate culture represented by the brand, the 220 m2 Vans Huai-Hi is designed by COO, presenting a space that combines iconic urban elements with multi-sensory experiences. This space reflects an exciting, innovative lifestyle that does not comply with rules.

At the storefront, concrete façade and an outdoor seating area made of CMU blocks, common construction material used in urban environments, channel the street vibe and give an immediate impression of the brand. Large glass windows lead attention to a gallery space at the entrance where the seasonal story is elevated by an exhibition, presenting the creativity embedded in the brand’s value.

Music and street culture are at the heart of the brand’s inspiration. Paying tribute to the ‘A-side’ and ‘B-side’ of vinyl records, the two entrances give distinctive impressions yet in unifying style. The street-facing entrance is bold and has dominant urban references with concrete floor and CMU blocks; whereas, the mall-side entrance is a clean and minimalistic impression with plywood finishings.

Walking further into the store, a wall full of CMU blocks in different combinations and patterns bring the city streets inside the space. This wall of cement tapestry becomes an appealing backdrop for feature collections in the store, setting an iconic street-inspired style.

At the centre of the store is a sleek and visually-impactful triangular counter with concrete grey marble surface and black metal top. The unusual shape of the counter is complemented with playful illustrations by artist from the brand’s community of creators. An eye-catching neon sculpture above the counter is the brand’s slogan ‘OFF THE WALL’ in a circle. As the centre of attention, this area communicates the brand’s DNA. On the other side of the counter lies a turntable set, allowing the counter to be transformed into a DJ station during events.

As a ‘creative hub’, several corners and walls in the store are dedicated to present the results of a skate-inspired creative community. Curated displays of independent publications, skate-related art pieces and films give a glimpse of the lively street art scene. With changing curated contents, these ‘sidewalk galleries’ truly brings the vibrant street culture into the space.

More than a store, COO helped Vans to create a lively creative hub that brings communities together under the shared appreciation for skate culture and street arts.