Vans ComfyCush

Vans, the original action sports footwear and apparel brand, announced the launch of ComfyCush, a brand-new innovation that transformed one of the brand’s most iconic and classic silhouettes, the Era, with Vans’ latest consumer-driven comfort technology. Working with the European marketing team Practical Minds were asked to review and adapt the brands’ global tool kit, to creatively translate it into a window scheme that would work within the Foot Locker estate across EMEA.

This project was undertaken from initial design, development and prototyping… right through to manufacture, print and installation. This execution utilised custom and stores-own merchandising systems, foam which was formed and sprayed to create ramps, backdrops and allow shoes to squish into it, coloured LED lighting to make everything pop at night and outrageously cool imagery which is exactly what you’d expect from Vans.