VF, the owner of iconic brands including The North Face, Vans and Timberland, is entering another period of big transformation as it looks to lead the charge through purpose-led design and sustainable innovation.

The manifestation of this can be seen in its new Axtell Soho retail space in London, which opened earlier this month to showcase how VF is using technology to reinvent its portfolio and bring the stories of its brands to life in new and immersive ways.

From Timberland’s relationship with its suppliers and factory craftsmen and North Face’s new nanospinning technology, to how Vans’ customisation requests influence future product trends, the six-story, digitally connected building features custom video walls and cinema surround-sound to immerse customers in each of VF’s brands

Meanwhile, avatar-based virtual mannequins showcase key seasonal looks in 3D and users can use the touchscreen displays to change the lighting and visualise the products in different scenarios.

“The big opportunity we have [with Atxell Soho] is how do we focus in creating more dynamic, relevant, contextual experiences for our consumers and how do we do that in a much more unified way,” VF’s chief digital officer, Velia Carboni, tells Marketing Week.

“It doesn’t matter if you walk into a store or go online, we know who you are as a consumer and we can best service you for the needs you have expressed or what we anticipate you may have a need for. Our focus is about being consumer focused and leveraging technology to make that easier.”