Vans - Steal This Gallery
Wild Posting® Campaign
Market:
New York
Date:
September 2022
Description:
In September 2022, on Broadway Street in Lower Manhattan, Vans introduced an immersive experience called “Steal This Gallery.” True to its name, the footwear brand encouraged attendees to freely “steal” its displayed items.
The gallery space showcased specially crafted art pieces by beloved artists such as Didi Rojas, Eri Wakiyama, and Leon Xu. Through their creations, Vans’ iconic style was artfully presented from a modern and unexpected perspective.
To amplify the buzz during New York Fashion Week (NYFW), an impactful Wild Posting® campaign spread throughout all five boroughs of New York City. These strategically placed posters heightened excitement and intrigue, drawing attention to Vans’ “Steal This Gallery” and adding an element of urban flair to the NYFW landscape.