The Victorian architecture of Old Spitalfields Market offered an ideal setting for Vans' annual competition. Alex James could possibly get his skates onto encounter the day's action. - The ingredient that was the marriage? The Following Vans Downtown Showdown worldwide skateboarding contest to occur in Europe, best complete skateboards now at London's Old Spitalfields Market on 20 August. Around 10,000 visitors found watch during the day, which makes it the very best skateboarding event the United kingdom has observed. - How was the brief met? The marriage is just one of skate clothing brand Vans' flagship characteristics globally, while offering been stored within the last six years. After European editions in Turin (2009) and Hamburg (2010), the company felt proven up to just accept event to London, among Europe's key skateboarding towns. A company from Innovision produced the marriage, working carefully with Tower Hamlets Council. Transporting out a place are actually sourced, ten of skateboarding's top brands were requested to submit a hurdle design when using the 2010 theme of Victorian London. The winning obstacles - the Dying Skateboards Ripper Alley, the Cliche Skateboards Tower Bridge along with Superdead SkateboardsTavern - created the primary focus during the day. The marriage began at 12pm on Saturday, with every obstacle being skated so as by 40 inside the finest skateboarders in Europe, all competing for the EUR50,000 prize. By 2pm everything was proven up, obtaining a massive screen relaying all of the action for that crowds. Branding was stored inside the existing theme in the marketplace, letting the Victorian architecture stand out. A Van Doren Pizza Parlour by Fire & Stone saw slices offered up by Steve Van Doren, Vans member of the family and vice-president of occasions and promotions, while skateboarding retailers for example Slam City Skates setup their very own market stalls. The winners within the contest were announced inside the awards ceremony at 6pm, obtaining a Monster Energy after-party held at Village Undercover in Shoreditch. - The ingredient that was good? The additional brand touches, different inside the Van Doren Pizza Parlour for that Daily Waffle, a paper produced by Cure Studios that visited 25,000 Londoners within the run-for the event. The ingredient that was bad? what size skateboard Rain threatened enjoy yourself playing the mid-day, using the most effective outdoors skateboarding obstacles wouldn't have observed the chance to function when the weather elevated not to become wet. Fortunately it brightened up, allowing something to maneuver forward with no hitches. - How what's regarding the event? A web marketer described with regards to this on Facebook. - The ingredient that was good? The place. It had been readily available business parts of London along with United kingdom, and shut obtaining a nationwide rail station, London Liverpool Street. - The ingredient that was bad? The rain, and possibly there might have been more information regarding the Vans brand itself, coupled with factor it represents. I do not feel I'm any the smarter regarding the products, but maybe getting less sell you was area of the request the marriage. - The ingredient that was the most effective challenge? The most effective challenge with regards to this project was most definitely the closure of Brushfield Street, because it is a principal access road to Petticoat Lane for the busy Friday market. We launched within the extended consultation with Transport for London, Tower Hamlets along with glasgow- London to achieve this. For individuals as being a brand, this combination of indoor and from doorways really was imperative that you 'make the event' for the spectators and competitors, so the closure constantly was certainly our primary challenge. - Whatrrrs your opinion you'd do differently the next time? The marriage surpassed our expectations on every quantity of production, so within the brand perspective there is no stand-out things we'd have altered. Within the run-for the event there's slight concerns that folks will not have time to de-rig within the time required and restore industry to being fully operational for Sunday, but Innovision, IOU Ramps and our staff labored hard and then we delivered before deadline with no issues. - What did the marriage achieve? For individuals the important thing factor achievement while using wedding was that folks showcased skateboarding within the truly authentic, best skateboards downtown London location. We are in a position to show Old Spitalfields Market in another light, and London located the very best and a lot of credible skateboarding event in Europe this year. Hopefully this may open the doorway for the Vans brand to produce more thrilling encounters across core sports and music within the capital.