Case Study: Vans brings art to Covent Garden with KesselsKramer

Vans launches a 3-month London residency with KesselsKramer

Vans, an iconic skateboard brand, faced the challenge of activating and drawing an audience to the lower ground floor gallery space of their new concept store in London's Covent Garden. They enlisted the vendor KesselsKramer to leverage its curatorial expertise to bring the arts community to a new audience in this central London location.

KesselsKramer created and managed a three-month gallery residency through its KK Outlet initiative. The solution involved designing the space from scratch and programming a series of thematic monthly exhibitions, including "Everyday Play," "Over the Wall," and "Flop Art," which featured works from numerous emerging international artists. KesselsKramer supported these shows with PR, digital, and social media communication, as well as associated events like dinners and workshops. This successfully curated program brought exciting art to a new audience and activated the retail space.

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