Sep 29, 2016
A new Vibram Academy opens in London
Vibram, the sector leader in high-performance rubber soles, yesterday inaugurated in London its second Academy flagship store inspired by the Vibram Sole Factor concept. This is a project developed by Vibram to give customers the opportunity to personalise and improve the performance of their footwear with the application of a high-performance Vibram sole.
The Vibram Sole Factor concept provides an original solution to improve footwear performance, and users can find inspiration from the various possible combinations of compound and colour, with something for everyone: there are oversized but extra-light soles, camouflage versions, soles in EcoStep compound for a sustainable alternative and soles with extraordinary grip. Products that offer the perfect combination of functional design, high quality materials and aesthetics to satisfy even the most creative and eccentric of tastes.
From its launch to the present day, Vibram Sole Factor has seen various forms, in order to reach out to its audience effectively and directly. The project began as the company’s on the road version, with a truck – still operating today – travelling around Italy and Europe and making scheduled stops in various places to coincide with sporting events or fashion fairs. The initiative’s first major evolution was the opening of its first official stores, the Vibram Academies in Athens and London, and the first Vibram Diamonds, Sole Factor concessions in in selected outlets specialising in footwear repair.
The new Vibram Academy of London store, located in 215 City Road, a stone’s throw from Old Street in one of London’s newest residential districts and very close to the City, occupies an area of 60 m2 and offers, alongside the services of Vibram Sole Factor, an area featuring the brand-new Vibram FiveFingers® models (five-toed socks are also available), FUROSHIKI The wrapping sole, and Vibram Pet Toys. A space with an open-plan workshop where visitors can get a close-up view of the sophisticated processes employed by skilled footwear specialists.
The Academy’s Vibram Sole Factor catalogue is renewed every year, with the introduction of previously unseen models and trendy new additions, while always maintaining the Vibram high standards of quality and performance.
The inauguration of the London Academy is part of an ambitious Vibram project which, by the end of 2016, will also take the yellow octagon to Paris to open a third Academy. This is a business decision shared in terms of investment and strategy by the local distributor and motivated by the firm’s desire to address the end user directly, presenting the sole as a vitally important component for functionality, performance and, not least, a distinctive touch of style.
Yesterday’s inauguration was attended by Vibram General Manager Paolo Manuzzi, who did not hide his satisfaction: “For us, bringing the Vibram Academy project to a cosmopolitan, responsive city like London is a fantastic opportunity and a challenge at the same time. We have the opportunity to speak directly and forcefully to our end consumers, bringing them a clear message about what we can offer them”, adding “Vibram is a firm that innovates constantly, and this initiative - one of many in the pipeline - confirms this once again. Our eighty-year-old history is more current than ever!”.