Vans Global + Middle East.
house of vans dxb.
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We had a brave client with the guts to try and bring one of the world’s most influential skate culture events to the Middle East. We partnered up to pitch a concept that would show the world a different side of Dubai - the skaters, the noise makers, the ones with the scuffed shoes, who don’t get into all the VIP glamorous Dubai nights the city is known for. The other ones, who we believed deserved an event to celebrate the skate culture they had nurtured on their own, before support came forth for the skate community.
We took over a swanky 3 story penthouse in Dubai’s posh financial district… and turned it to a haven for the local skate scene. An anti-VIP event that treated deira’s skaters like the true VIPs they are in vans’ eyes. we made free music, food, style, and skate lessons available to thousands of guests over two days. And yes, the skatepark was a fully functional, properly equipped space on the 43rd floor, overlooking the glittering skyline of one of the most famous cities in the world, albeit one not known for skate (yet).
