If you watch tasteful artist-makers perform on a stage built in a skate bowl inside a 118-year-old mansion, there’s a good chance you’re at the brand new House of Vans outpost in the Mixcoac district of Mexico. The installation, which joins the permanent Vans locations in Chicago and London, opened to the public with a free blowout from December 9-11 with performances by Japanese Breakfast, Hot Chip, Molotov and a host of local artists, including Girl Ultra, Noa Sainz, Rosa Pistola, Los Cogelones and Bonnz.
Beyond catering for music fans, House of Vans Mexico City features a rooftop skate bowl with spectacular views of the sprawling metropolis, art gallery, movie theater, kitchen to accommodate world-class chefs and a studio for the eclectic from Vans, worldwide Channel 66 radio station. On opening day, Vans vice president of events and promotion Steve Van Doren , served waffles to hundreds of enthusiastic people who patiently waited outside the entrance to skate before the music played.
âWe want House of Vans Mexico City to serve both the local community and be a cultural beacon for all of Latin America,â said Vans global brand president Doug Palladini. Variety. âThe goal of House of Vans is to inspire, educate and entertain. As much as we excel on interactive platforms, when Vans is face to face with our fans, we are truly in our natural habitat as a brand.
Much like House of Vans Detroit’s 2019 pop-up took over a former school listed on the National Register of Historic Places, the Mexico City edition is tucked away in a giant house built in 1903 by attorney Francisco Serralde Martinez and used by his family until 1996. Subsequently, it was converted into a concert hall called Bulldog Cafe, which was integral in promoting the new wave of Mexican rock groups that established themselves in the 90s and 2000s .
For touring artists like Japanese Breakfast, the opportunity to perform at such a unique venue is a welcome alternative to your average American club. It was also a particularly enjoyable way to end an action-packed 2021 for the band led by Michelle Zauner, who have just been nominated for two Grammys, including Best New Artist.
âI don’t know how financially plausible it would have been for us to come to Mexico on our own,â Zauner said. Variety. âSo it’s really special that Vans brings us here and does this free event for 1,000 kids who come to see us. The whole group has turned very strong this year under more difficult circumstances. Now we can relax for four days – going to Frida Kahlo’s house, climbing pyramids and eating great food.
Palladini says the decision to relocate to Mexico City was âa bit of a no-brainer,â given that Vans is in its fourth decade serving the Mexican market. âFifty percent of the Mexican population is under the age of 30, which matches Vans’ emphasis on youth culture,â he says. âThen you stack up the truly one of a kind place that our Mexican team found, and the stars were fully aligned. “
Zauner has previously championed Channel 66, for which she created custom DJ sets of her favorite 2021 songs, songs with only female names as the title and another with music she loved as a teenager. âI just turned it into my own thing where I could interact with my fans,â she says. Palladini adds, âOne of the most valuable and valuable assets of Vans is our vast global family of Vans designers: artists, musicians, athletes, designers and brand ambassadors. Channel 66 provides a platform for all of these amazing humans to share their talents with our fans in an accessible and understanding way.
Palladini politely declined to disclose if other House of Vans locations were in the works, but in light of Mexico City’s successful launch last week, he notes, âHouse of Vans can come to life anywhere in any location. what space at all times: it is a concept not bound by walls or borders, but only by the limits of our creativity. Whether we’re in Hong Kong for a weekend or in Chicago for a lifetime, our âoff the wallâ mindset is what ties all of these activations together. “