Vans, the iconic brand known for its rebellious spirit in skate culture and fashion, opened its first Concept 3.0 store in South Africa this weekend. Located at Mall of Africa, this groundbreaking retail space represents a leap forward in retail innovation and brought together skateboarders, athletes, local musicians, and fashionistas for a day of creativity, celebration, and community.

The atmosphere at the grand opening on 16 March was charged with excitement as guests enjoyed a retail experience like no other. Every aspect of the store is carefully curated to express the brand’s heritage while inviting customers to engage with Vans on a deeper level. With distinct pockets showcasing the Vans‘ product lines—Skate, MTE (Made for The Elements), Life & Style, and Seasonal Stories—every corner was a celebration of the brand’s iconic aesthetic and uncompromising attitude.

One of the biggest highlights of the day was the skateboard building workshops, where guests were invited to craft their own personalised skateboards. Led by a seasoned board-builder, the hands-on experience allowed guests to unleash their creativity and design one-of-a-kind pieces of art that reflected their unique style. Along with branded snacks and cookies in the shape of the Vans logo, sneakers, skateboards, the energy of the event was further amplified by live DJ sets by Bon Bon Vie and Deniecemarz

Their beats set the stage for an epic grand opening—the symbolic ribbon-cutting ceremony. This was a monumental moment in the brand’s history and marked the official start of its Concept 3.0 chapter in South Africa.

Become a part of the ever-evolving Vans community and step into a space where heritage meets innovation. The new Vans 3.0 Concept store is now open in Mall of Africa, Johannesburg. To keep up with the brand’s new chapter, follow Vans South Africa on Instagram or Facebook.

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Kurhula David Ngobeni

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Kurhula David Ngobeni

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