Vans Waffleheads

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Task

Platform13 was tasked to activated Vans Waffleheads - collectors, customizers and creatives who carve their own space and with a personal connection to the brand - in Paris and London.

Approach

We wanted to tell the stories of this other sneaker culture. Not the kind where the sneakers are kept pristine or where standing in a line is a status symbol.

Output

In Paris, during Paris Fashion Week, we created and curated a relevant panel conversation around hype culture with key cultural voices and in London, we showcased and hosted 5 fans of the brand over a weekend.

London

We created, curated and hosted a memorable and special London weekend for the 5 winners of the Vans Europe #imawafflehead social-led competition, creating a series of personalised social films for their channels.

Vans super collector, Henry aka Pillowheat did a special meet and greet at his store upstairs at Vans Carnaby St, MURUGIAH held a bespoke and personalised customisation session at the Vans Oxford St store and the winners had a private view of the KKOutlet residency at the Vans Covent Garden boutique.

House of Vans was the location to showcase the Waffleheads personal collections and they were treated to VIP treatment at a secret gig in the space.

Paris

We created and curated an engaging conversation exploring this other sneaker culture in today's hype driven world, a conversation compelling enough to stand up to the packed calendar of Paris fashion week.

A full house was in attendance to hear a lively discussion between Vans historian and collector Henry Davies , Vans athlete Benny Urban, British artist and long time customiser Ryan Hawaii, long time Vans collaborators Patta and collector and fan Rosie Anwara - perfectly moderated by the knowledgeable High Snobiety global footwear editor Chris Danforth

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