Known for their iconic outdoor and activity-based lifestyle and workwear brands, VF Corp presents a showcase of digital product innovation, dynamic brand immersion and elevated design at Axtell Soho, designed by Darling Associates.
The launch event included a thought leadership panel discussion on the topics of sustainable design, innovative thinking and digital transformation. Hosted by BBC’s News Anchor Susannah Streeter, Speakers included:
- Damion Burrows, Director at Darling Associates
- Martino Scabbia Guerrini, EMEA Group President of VF Corporation
- Sonja Schiefer, Director of the BMW Group Designworks
- Christopher Raeburn, Global Creative Director at Timberland
Axtell Soho, recently shortlisted in the NLA Awards 2019, which has a strong heritage in fashion and retail dating back to the 1920s. It is ideally located in proximity to VF brand stores on Regent Street, Oxford Street and Carnaby Street to facilitate the interaction with, and the education of, VF’s retail store teams so to elevate engagement with end consumers.
Darling Associates worked with owners Estates & Agency Group to retain and enhance its original Art Deco charm of Axtell Soho. The building spans more than 16,000 square feet across six floors and was designed with sustainability in mind. By improving the performance of the building’s façade and implementing intelligent future-proofing, the new space is both adaptable and resilient. The reduced impact of construction and improvements in the lifetime in-use efficiency of the building, has seen Axtell Soho receive a BREEAM Very Good rating.
We are delighted to have VF as our tenants, making a real contribution to the creative industries in Soho.
John Rosefield, Estates & Agency Group Chairman
VF investment in a multi-year lease of Axtell Soho in London demonstrates its commitment to continued growth in London and the UK. The new hub will be a key support to its European operations and is an awe-inspiring brand immersion showcase, designed to bring the most advanced and innovative expression of its iconic brands to life, strengthen trade relationships and fuel growth in the UK.
Elevated design is at the heart of our brands’ strategy and product creation… Having our experiential brand showcase for retail customers in the centre of one of the top fashion capitals in the world will help our brands to innovatively develop and support our company growth in the years to come.
Martino Scabbia Guerrini, VF EMEA Group President
Located in the heart of Soho and chosen for being known as home of creativity, fashion and shopping, Axtell Soho has office spaces, dedicated brand experience floors for Timberland®, The North Face®, Vans® and Kipling®, as well as a showcase space for Napapijri®, Dickies®, Eastpak®, Icebreaker®, Smartwool®, and Altra®. It also has a digital innovation and design studio on the sixth floor and a landscaped roof top garden.