The House of Vans Toronto pop-up kicked off on March 16 with an opening party that featured performances by Dinosaur Jr, Toronto rapper Jazz Cartier and Vancouver-based Tommy Genesis. In addition to music events and skate tutorials, the House of Vans Toronto venue played host to other events throughout its two-week duration like art exhibitions, skate demos, interactive design workshops and much more.
With two permanent House of Vans locations in Brooklyn and London, the interactive anniversary campaign saw the launch of HoV pop-ups in eight more cities, including Austin, Hong Kong and Mexico City.
The House of Vans Toronto pop-up and the related global campaign are an excellent example of how brands can serve as catalysts in cultivating meaningful communities of customers with culture-driven experiences.
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