Interior view of the Vans Apgujeong store © Vans

Action sports and lifestyle brand Vans opened a new concept store featuring an interior-focused design on Apgujeong Rodeo Street on December 5.
 
The Vans Apgujeong store spans approximately 330 square meters across two floors. Designed as a space to communicate the brand’s message and engage with consumers, it incorporates fixtures and objects that reflect Vans’ heritage.
 
The product lineup is equally diverse, ranging from the widely loved Classics category to California, OTW, and Pro Skate. The store also introduces Vault, Vans’ highest-tier premium category, which had not been available in previous Vans stores. From popular items to limited-edition premium releases, the store aims to meet a wide range of consumer preferences.
 
Beyond product displays, the store also features creative spaces such as the OTW Gallery and VM Playground. Along the right-side wall extending across both floors, a dedicated exhibition space presents works by domestic and international artists on a rotating basis.
 
For the opening exhibition, four artists—Kim Jipyeong, Yoon Giwon, Kim Youngjin, and Choi Doosu—are participating. After the exhibition, the works will be auctioned, with proceeds donated to a domestic indie culture foundation.
 
To celebrate the store opening, the second-floor VM Playground hosts a Skateboard Museum, offering an overview of the history of skateboarding. Curated by Jurgen, the museum features items sourced directly from Germany, showcasing how skateboarding culture and related products have evolved over time. The exhibition will be on view for approximately two months starting from the store’s opening.
 
Lee Dongik, General Manager of Vans Korea, stated, “The Apgujeong store goes beyond a simple retail function. By integrating various forms of content that support the Vans brand, we have created a space that can operate as an organic, dynamic platform.”
 
A grand opening event will be held on the 12th at 7 p.m., with Tony Alva—legendary skateboarder and star of the film Lord of Dogtown—scheduled to attend.

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