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VF Corporation

Axtell House

VF Corporation has commissioned The Design Laboratory to design an experiential brand showcase of elevated design and rich storytelling, located in the heart of London.


An expression of VF's iconic brands and a stamp of its creative and business commitment to London and the UK, Axtell House is designed to bring VF brands to life and create an immersive cross-platform experience that marks a new era in design and digital evolution.

Axtell Soho is an inspiring feat of high-spec, elevated design and craftsmanship combined with innovative technology and brand experience. 


It spans more than 16,000 square feet across six floors and was designed with sustainability in mind. By improving and implementing intelligent future-proofing, the new space is both adaptable and resilient.

Spatial & Experience

Digital future

The digitally connected, intelligent building features custom video walls and cinema surround-sound to immerse customers in the unique vision of each brand. Avatar-based virtual mannequins showcase key seasonal looks in 3D, which are designed to manufacturable specifications - transforming VF's supply chain. Users can even use the touch screen displays to change the lighting and visualise the products in different scenarios, inspiring them to place wholesale orders from the interactive digital selling display stations.  

“DL proved to be a vital partner in the success of launching VF Axtell Soho, by merging disruptive design thinking with category business insights and appreciation for our sense of urgency.”

Jan Van Mossevelde

Vice President Strategy VF EMEA


Nature needs heroes. Innovation, iconic design and sustainability are at the heart of Timberland, believing in the power of better products designed and created with the most advanced and responsible materials. The new Axtell brand space feature first of its kind technology and advanced 3D catalogues to enhance the product and brand experience.