Axtell House Showroom – Digital & Immersive Signage

The new hub is a showcase of digital product innovation, dynamic brand immersion and elevated design to fuel business growth in the UK.

Innovative Digital Technology

VF Corporation opened a new brand hub in London’s Axtell Soho, bringing VF’s iconic brands to life with innovative digital technology, creating an immersive cross-platform experience for brand partners and retail customers.

Custom content was developed in partnership with SSUK and VF Corporation. This allows for interactive experiences within the store.

Each of the firm’s brands has office space there while there are also dedicated ‘brand experience floors’ for Timberland, The North Face, Vans and Kipling. It also has a digital innovation and design studio on the sixth floor (with a digital product customisation corner).

The space features offices, a digital innovation and design studio and a roof-top garden. The building also houses brand experience floors for Timberland, The North Face, Vans and Kipling.

“At VF, elevated design is at the heart of our brand strategy and product creation,” said Martino Scabbia Guerrini, Group President, VF EMEA. “This, along with our company’s Purpose and commitment to sustainability, is a key driver of our business decisions.”

The new hub is located in a historic art deco building in the heart of London’s creative, fashion and shopping district. Here, the latest in technology will offer customers a new way to shop and explore designs.