Vans - Steal This Gallery

Description:

In September 2022, Vans transformed a space on Broadway Street in Lower Manhattan into an immersive art experience called “Steal This Gallery.” True to its name, the footwear brand encouraged attendees to freely take the displayed items — a bold, anti-commercial gesture that felt completely on-brand for a company built on skate culture and creative rebellion.

The gallery showcased specially crafted art pieces by beloved artists Didi Rojas, Eri Wakiyama, and Leon Xu. Each creator brought a fresh, modern perspective to Vans’ iconic visual identity, presenting the brand through an unexpected artistic lens that resonated deeply with the city’s creative community.

To amplify the buzz during New York Fashion Week, DASH TWO executed a Wild Posting® campaign spanning all five boroughs of New York City. Strategically placed posters heightened excitement and intrigue in the days surrounding the gallery opening, drawing attention from fashion industry insiders, streetwear enthusiasts, and art lovers across the city.

The timing was perfect. New York Fashion Week brings an influx of tastemakers, press, and culturally engaged consumers to the city — exactly the audience Vans was trying to reach. Wild Posting® across all five boroughs ensured the campaign reached beyond the Midtown fashion bubble and into the neighborhoods where Vans’ core community actually lives.

The combination of an experiential activation and a city-wide Wild Posting® campaign created a powerful one-two punch — the gallery generated press and word-of-mouth, while the street-level posters drove awareness and foot traffic to the space.

Planning an experiential activation or event launch? Contact DASH TWO to build a Wild Posting® campaign that puts your event on the map.