# Immersive Megabrand Hubs VF Corporation's London Headquarters Feature a Digital Innovation Studio By Jana Pijak | Published 2019-06-10 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/vf-corporation References: [drapersonline](https://www.drapersonline.com/business-operations/london-calling-inside-vfs-new-brand-hub/7036154.article) & [vfc](https://www.vfc.com/) [VF Corporation](https://www.trendhunter.com/trends/always-pushing), the company behind [Timberland](https://www.trendhunter.com/trends/reimagined-boot), Dickies, Vans, [The North Face](https://www.trendhunter.com/trends/nuptse-1996-jacket) and other familiar labels has opened an immersive retail hub in the heart of Soho, London. Housed inside a building built in the 1920s, the renovated space is brought to life by architecture firm Darling Studio. The multi-faceted space is home to brand experience stations that highlight new product offerings along with a product showcase area. It also features a digital innovation and design studio along with offices and even a stunning rooftop garden. Aiming to "strengthen relationships with trade partners, as well as add fuel to its growth in the UK," VF Corporation elevates its retail experience with a multi-brand space that lets visitors shop while also learning about the megabrand's values, innovation plans, production process and more. Image Credit: Drapers Online ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 69% | Activity: 76% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Megabrand-immersive-hubs:** Companies can leverage immersive brand experiences to build stronger relationships with customers and position themselves as leaders in innovation. - **Digital-innovation-studios:** Creating digital innovation and design studios can allow companies to experiment with emerging technologies and create new products and services. - **Multi-brand-experiences:** Designing multi-brand spaces that showcase product offerings while educating visitors on company values, production processes, and innovation plans can create a more engaging and immersive retail experience. ### Where This Applies - **Fashion-retail:** Fashion companies can drive growth and build stronger relationships with customers by creating immersive hub spaces that showcase their brand offerings and values. - **Architecture-and-design:** Architecture firms can partner with retail companies to design and renovate spaces that create immersive brand experiences and increase foot traffic. - **Technology-and-innovation:** Creating digital innovation and design studios can be a disruptive innovation opportunity for companies in the technology and innovation space that are looking to experiment with emerging technologies and create new products and services. ## Related on Trend Hunter - [Dynamic Skateable Architecture Stores](https://www.trendhunter.com/trends/vans-west-end.md) - [Virtually Outfitted Landmarks](https://www.trendhunter.com/trends/nuptse-1996-jacket.md) - [Vertical Creative Hubs](https://www.trendhunter.com/trends/puma-studio-los-angeles.md) - [Experiential Running Shoe Shops](https://www.trendhunter.com/trends/sportsshoes.md) - [Tailored Retail Experiences](https://www.trendhunter.com/trends/nextgen-indigo.md) - [Experiential Retail Destinations](https://www.trendhunter.com/trends/lacoste-cf-pacific-centre.md) - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [Immersive Fashion Exhibitions](https://www.trendhunter.com/trends/centennial-exhibition.md) - [Multi-Brand Virtual Malls](https://www.trendhunter.com/trends/virtual-mall.md)