The Victorian architecture of Old Spitalfields Market offered a perfect setting for Vans' annual competition. Alex James can get his skates onto encounter the day's action.
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- The thing that was the wedding? The Next Vans Downtown Showdown worldwide skateboarding contest to happen in Europe, now at London's Old Spitalfields Market on 20 August. Around 10,000 visitors found watch throughout the day, that makes it the greatest skateboarding event the Uk has witnessed.
- How was the brief met? The wedding is one kind of skate clothing brand Vans' flagship characteristics globally, and contains been locked in the u . s . states in the last six years. After European editions in Turin (2009) and Hamburg (2010), the business felt arrived to simply accept event to London, among Europe's key skateboarding urban centers. An organization from Innovision created the event, working carefully with Tower Hamlets Council.
Following a venue happen to be sourced, ten of skateboarding's top brands were requested to submit a hurdle design based on the 2010 theme of Victorian London. The winning obstacles - the Dying Skateboards Ripper Alley, the Cliche Skateboards Tower Bridge as well as the Superdead SkateboardsTavern - produced the main focus throughout the day.
The wedding started at 12pm on Saturday, with each and every obstacle being skated in order by 40 from the finest skateboarders in Europe, all competing for your EUR50,000 prize. By 2pm everything was arrived, getting a huge screen relaying all the action for the crowds.
Branding was stored within the existing theme in the market, letting the Victorian architecture stick out. A Van Doren Pizza Parlour by Fire & Stone saw slices offered up by Steve Van Doren, Vans family member and vice-president of occasions and promotions, while skateboarding retailers for instance Slam City Skates setup their particular market stalls.
The winners in the contest were announced inside an awards ceremony at 6pm, getting a Monster Energy after-party held at Village Undercover in Shoreditch.
- The thing that was good? The extra brand touches, different within the Van Doren Pizza Parlour for the Daily Waffle, a paper created by Cure Studios that visited 25,000 Londoners inside the run-towards the event. The thing that was bad? Rain threatened have fun playing the mid-day, using one of the main outdoors skateboarding obstacles wouldn't have experienced the opportunity to function once the weather increased to get too wet. Fortunately it brightened up, allowing something to move forward without any hitches.
Customer VIEW - Louise Gray, DESIGNER AT JACK WILLS
- How have you ever heard in regards to the event?
A pal described relating to this on Facebook.
- The thing that was good?
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The area. It absolutely was easily available off their regions of London as well as the Uk, and shut with a national rail station, London Liverpool Street.
- The thing that was bad?
The rain, and perhaps there may have been additional information in regards to the Vans brand itself, along with what it represents. I don't feel I am any the smarter in regards to the products, but maybe having less sell you was part of the request the wedding.
- The thing that was the finest challenge?
The finest challenge relating to this project was most certainly the closure of Brushfield Street, as it is a principal access path to Petticoat Lane for your busy Friday market. We launched right into a extended consultation with Transport for London, Tower Hamlets as well as the Capital of scotland- London to do this. For people just like a brand, this mix of indoor and outdoors actually was crucial that you 'make the event' for your spectators and competitors, and so the closure in the street was certainly our primary challenge.
- Whatrrrs your opinion you'd do differently next time?
The wedding surpassed our expectations on every amount of production, so in the brand perspective there isn't any stand-out things we'd have altered. Inside the run-towards the event there has been slight concerns that individuals won't have plenty of time to de-rig inside the time needed and restore industry to being fully operational for Sunday, but Innovision, IOU Ramps and many types of our staff labored hard therefore we delivered before deadline without any issues.
- What did the wedding achieve?
For people the key factor achievement with this particular event was that individuals showcased skateboarding in the truly authentic, downtown London location.
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We could show Old Spitalfields Market in another light, and London located the greatest and lots of credible skateboarding event in Europe this season. Hopefully this can open the entrance for your Vans brand to create more thrilling encounters across core sports and music inside the capital.