The new hub is a showcase of digital product innovation, dynamic brand immersion and elevated design to fuel business growth in the UK

VF Corporation opened a new brand hub in London’s Axtell Soho, bringing VF’s iconic brands to life with innovative digital technology, creating an immersive cross-platform experience for brand partners and retail customers. The opening of VF Axtell Soho marks an expanded commitment to growth in London and the United Kingdom.

The space features offices, a digital innovation and design studio and a roof-top garden. The building also houses brand experience floors for Timberland^®, The North Face^®, Vans^® and Kipling^®. 

“At VF, elevated design is at the heart of our brand strategy and product creation,” said Martino Scabbia Guerrini, Group President, VF EMEA. “This, along with our company’s Purpose and commitment to sustainability, is a key driver of our business decisions.”

The new hub is located in a historic art deco building in the heart of London’s creative, fashion and shopping district. Here, the latest in technology will offer customers a new way to shop and explore designs.

VF Digital & Technology, Strategy and Property teams worked with the Design Laboratory to create an immersive customer experience to help VF brands bring their creative visions to life.

The building features custom video walls and cinema surround sound to immerse customers in each brand’s unique vision. Wholesale orders may be placed from interactive display stations and avatar-based virtual mannequins showcase key seasonal looks in 3D. Touch screen displays also allow users to change the lighting and visual products in different scenarios. 

“Axtell Soho is the changing face of customer experience,” said Guerrini. “It brings content, product and rich storytelling together in one place. London is where we can amplify our vision for VF brands.”

VF’s presence in the UK includes 57 owned and operated stores, 20 of which are in London. The company has 1,820 associates working in the UK, approximately 1,000 of which are employed in retail, with 240 operating out of the capital. 

The building earned a BREEAM Very Good rating for environmental consciousness.