The North Face unveils new store concept in London's Regent Street
To be rolled out internationally, the concept by retail store design consultants, Green Room, is designed to convey a passion for the great outdoors.
Features include sky windows that react to changing weather patterns, the use of living components in the space, and digital windows promoting broader The North Face activities such as campaigns and expeditions.
The layout of the store has been divided into three distinct areas of ‘live’, ‘train’ and ‘explore’, rather than purely according to product range. This is complemented by a wall system that allows for hero products to be displayed and gives customers intuitive guidance on the brand’s complex product selection.
Part of the store has also been set aside to provide a hub for regular events, product launches and talks by leading experts.
Stephen Cherry, senior director retail EMEA at The North Face, said: “Green Room has created a holistic view of our target consumer and developed an understanding of how they relate to our brand in retail. They have worked with us to create a dynamic space on Regent Street that answers this consumers’ needs and future aspirations.”
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