Checkerboard Infinity
at Vans Flagship Launch

An immersive in-store activation to celebrate the opening of Vans European Flagship.


Working with Set Creative for Vans, we delivered an immersive in-store experience to celebrate Checkerboard Day and their Oxford Street flagship opening.

Checkerboard Day is a Vans initiative to champion creative expression worldwide.
To celebrate this we encouraged user-generated content in the spirit of self-expression through a series of playful infinity mirror installations.

Vans gave consumers the platform to share their creative work on digital displays throughout the store and on Oxford Street.
Centre to the experience was the content curation hub where customers were invited to create GIF collages that paid homage to the Vans signature aesthetic, enabling the brand to engage with their fans in a collaborative environment.

Formatted for social


We outputted content for Instagram Stories and Grid, giving users the flexibility to share to their preferred feed in moments.

Of the 631 people who passed through the booth, all 631 pieces of content were shared with an open rate of 283%.

“We have really enjoyed working with The Flash Pack on this one and are keen to do so again moving forward.
The project was a great success due in no small part to the sheer amount of work your team put in.”


100% email share rate

283% email open rate

18 booth captures per hour on the Checkerboard Day launch.

Content shared via the Vans Europe channels.

Our Role

Set Design & Build
Sharing Software
Content Capture


Agency: Set Creative
Client: Vans