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.  


The North Face 

The North Face never stops exploring by pushing the boundaries of fabrication, innovation and design to enable explorers to push the boundaries of what is possible. 



Vans is the global icon of creative expression in youth culture, rooted in action sports. The Axtell House showroom offers an immersive experience that showcases the brand’s legacy, while demonstrating how it will achieve future growth through newness and progression, in an authentic and meaningful way. 


Reception, Offices and Kipling 

The beginning of the VF experience in Axtell Soho. Our reception, office space and Kipling brand experience. 

Kipling® lightens your step, powering your curiosity to go your own way. Creativity and out-of-the-box thinking have been fused to create the immersive experience, taking you on a journey through the history and the travel world on a colourful discovery of bags and backpacks inspired by the new creative vision.


Bespoke furniture & structures

Part of the brief from VF was to scope furniture for all of the floors. We partnered with ALU furniture from Italy to produce bespoke, modular furniture units for each of the floors.


For the other structures ML projects custom fabricated built in furniture units. These included the hero walls, brand panels and any other custom fitting for each floor and brand. Below are some of the individual units we designed.

In the press

"The building was redesigned with sustainability in mind by the Design Laboratory. Meanwhile, VF has also invested heavily in technology, including digitally connected custom video walls and a 3D virtual mannequin to showcase its range of products, including prototypes which have not yet been manufactured."


Essential Retail - June 6th 2019


"The interior design and experiential brand showcase has been designed for VF by the Design Laboratory who used a User and Narrative design-centred approach to deliver an augmented experiential space that will inspire, educate and engage VF brands’ business partners."

London Post - June 5th 2019

"VF Axtell Soho is a modern re-imagining of a showroom that allows the brand house to effectively communicate with its industry partners and retail store staff"

Drapers - 10th June 2019