The outdoor apparel brand’s newest location in Manhattan on Fifth Avenue spans two stores and 21,000sq ft.
The North Face, which is part of VF Corp., says the new space “bridges the physical and digital worlds” by merging natural textures and technology.
On the ground floor, walls are clad in faceted gray cork panels etched with climbing topography and diagrammed routes of significant climbing history. Throughout the level, tent textile volumes constructed from The North Face’s iconic tent materials create lantern-like installations.
On the second floor, exposed aggregate terrazzo aims to evoke alpine terrain. Stone bases showcase The North Face’s products, while a dedicated fitting room lounge celebrates the brand’s “cultural connection” to New York City.
At the heart of the store, a large LED screen wrapping the wall and ceiling serves as an “immersive canvas” that transports visitors around the world. The centrepiece brings expeditions to life through athlete-captured content, including the inaugural “Expedition Style Approach” film – directed and shot by accomplished climber, filmmaker and The North Face athlete Renan Ozturk on location amid Iceland’s glaciers.
“Pushing the boundaries of how people experience the outdoors is core to our ethos at The North Face and our Fifth Avenue flagship is a powerful example of where we are headed as a hub for exploration,” said Dennis Seydel, Chief Marketing Officer at The North Face. “From marketing to retail and now our newly launched Power of Nature platform, we are creating immersive experiences that spark emotion, celebrate heritage and bring the spirit of outdoor adventure right into the heart of Manhattan.”
