First Look: The North Face debuts two-story NYC flagship
The North Face has opened its largest flagship store yet.
The outdoor apparel brand’s newest location in Manhattan on Fifth Avenue spans two stores and 21,000 sq. 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 centerpiece 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.
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Image courtesy of The North Face. -
Image courtesy of The North Face. -
Image courtesy of The North Face. -
Image courtesy of The North Face.
The flagship also features a dedicated space for The North Face’s premium Summit Series line, with outerwear displayed alongside equipment and stories of the world’s top alpine athletes.
[READ MORE: EXCLUSIVE: The North Face deploys immersive tech in London flagship]
“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.”
Founded in 1966, Denver-based The North Face operates more than 1,500 retail stores globally.
