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If you buy stuff from The North Face, you probably prefer lush woodland and craggy coasts to crowded clothes shops.
Which is why the new flagship store on London’s Regent Street is so great. The space includes ‘sky windows’, digital skylights that change according to the weather, as well as giant tree trunks reaching all the way up to the roof. There are digital boards promoting branded activities, while sections called ‘live’, ‘train’ and ‘explore’ encourage shoppers to search by experience rather than by product type. The whole space is about mirroring the natural world. Just without the wasps. And, thanks to specialist materials, it all feels and smells as good as it looks.
There’ll be events, expert speeches and product launches too – all to help shoppers engage more deeply with The North Face as a brand. Just don’t go setting up your campfire in the corner.
Via. Retail Gazette
