Vans and Burro Studio transform Orefici11 into an immersive sound experience

On the occasion of Milan Design Week, Vans presents “Feel Something New”, an immersive and multisensory installation dedicated to the Premium Old Skool™ Music Collection. The activation, hosted at the Orefici11 flagship store, was developed in collaboration with Burro Studio, which curated the creative concept inspired by the hip-hop aesthetic of the 2000s and the narrative universe of British artist Little Simz. The aim of the initiative is to go beyond the boundary between product and experience, blending the iconic Old Skool™ silhouette with the evocative power of music. The result is an environment where the public is emotionally engaged and encouraged to interact with the space. At the center of the setup is a huge walk-in speaker, an immersive structure that welcomes visitors into an atmosphere dominated by sound and light. Inside this space, four exclusive playlists can be heard, selected to offer a musical journey through Italian and international hip-hop influences. The listening system, equipped with headphone stations, allows for a personal and focused music experience, creating an intimate connection with the soundscape on offer.

The store has been completely redesigned for the occasion, turning into an experiential set with a contemporary and urban style. The aesthetic draws from the underground music scene, featuring scenic elements like oversized speakers, dark-toned plastic materials, and light installations that emphasize the campaign’s message. The sneakers in the collection are the centerpiece of the display space, showcased on pedestals of varying heights that enhance their lines and design features. Through this activation, Vans reinforces its connection with the community, offering an experience that engages not only visually but also emotionally. Music becomes a means of expression, a bridge between the brand and people, in a narrative that celebrates individual creativity and cultural identity. The installation will be open to visitors for the entire duration of the campaign, while the product will remain available even after the setup is dismantled at the end of April.

The Premium Old Skool™ Music Collection will be available at the Vans Store in Orefici11 and online until May 2025.