Vibram has opened its first flagship store in Athens, called the Vibram Athens Academy. This first store represents an evolution from the Vibram Sole Factor trucks, which have been traveling around Europe, offering customers the opportunity to improve the performance of their shoes by choosing a sole from the brand's range. The trucks will continue to travel across European cities, while new stores featuring the same retailing concept as Athens' are already scheduled for opening before the end of the year - in London in July and Paris in autumn. The same models which are sold in the Vibram Sole Factor catalogue are made available in the Academy, but here the customer has the additional chance of seeing the sole being made, thanks to the in-store open space laboratory.