During Paris Men’s Fashion Week, Vans hosted a sprawling party on the Seine at Pont Alexandre III, set to the backdrop of the Eiffel Tower, to celebrate the introduction of it’s new pinnacle category, OTW by Vans, a new vision for the most elevated product expressions and brand experiences from the brand. Conceived under the direction of Ian Ginoza, Vice President, Creative Direction for Pinnacle.

“We chose to introduce OTW by Vans in Paris, the global style capital with a deep history and community in skateboarding,” explains Ian Ginoza. “Skateboarding’s influence on the style and fashion conversation is organically going on every day and we’re here on the banks of the Seine, with the world’s best skateboarders, to bring the inspiration of mood boards and runways to the people of Paris and beyond.”

As the sun began to set, the style and skateboarding communities descended upon the banks of the Seine at Pont Alexandre III to witness a monumental skate installation—created in partnership with Unitedfront, PLAYLAB, INC., the Los Angeles-based creative studio known for its work in art, architecture, and graphic design, as well as long-time partner California Skateparks—and performance by King Krule. At the center of the experience was a monumental skate installation that makes a striking visual statement in concert with the Parisian architectural landscape. The primary visual icon of Vans’ past and present—its iconic checkerboard—is mapped onto a vast form: a skateable sculpture park displayed on a giant plinth.

Exhibition by Atiba & Axel Cruysberghs Front Blunt Day 1

Blended into the structure were contemporary interpretations of classic skateboarding features like the spine, hubba and wallride; acrylic ramps that allow a view to interior structures; and 14 CCTV cameras that document skate throughout the week and livestream the footage on LED screens embedded in the installation. “Together with OTW by Vans, we wanted to create a grand gesture in a public space—one that marks the future of the brand and unites all the elements of creative and skate culture that we love, boldly and unapologetically,” says Archie Lee Coates IV, Co-Founder, PLAYLAB, INC.

Guests included Lourdes Leon, Amelia Gray Hamlin, Fai Khadra, Bakar, Evan Mock, Sam Worthington, Lara Worthington, Haider Ackermann, Elizabeth Von Guttman, Okay Kaya, Stéphane Bak, Tommy Ton, Lev Tanju & Gareth Skewis, Travis ‘Taco’ Bennett, Devyn Garcia, Mae Mei Lapres, Alexia Elkaim, Sabrina Fuentes, Shane Gonzales, Jordan Vickors, Sonny Hall, Dexter Navy, Ian Ginoza, Matt George, Archie Lee Coates IV, Jeff Franklin, and more.

Images by David Ctorza

Attendees watched the Vans Skateboarding Team, including Beatrice Domond, Etienne Gagne, Rowan Zorilla, Lizzie Armanto, Mami Tezuka, and Zion Wright, Diego Todd, and Axel Cruysberghs skate the OTW by Vans skate installation, set to the backdrop of the Eiffel Tower and the music by Onyx Collective. Later in the evening, King Krule took to the stage and closed out the night, while Parisian passersby gathered on the bridge.

The OTW by Vans Skate Installation hosted a calendar of on-site events and programming, including an open skate session from 12PM to 8PM CEST on Friday, June 23, followed by an after party and DJ set curated by Donavan’s Sound Club. On Saturday, June 24 open skate sessions continued from 12PM to 8PM CEST with a DJ set by Rory Milanes, and curated by Rinse.

Etienne Gagne & Axel Cruysberghs by David Ctorza
Lizzie Armanto by Natalia Ivanonva

Following the three day installation, OTW by Vans in partnership with California Skateparks will give back to the French skate community by donating elements of the skate installation to Cosanostra Skatepark.

For more news, follow @OTWbyVans 

Press release courtesy of The Bread

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