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The North Face, New York City

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The North Face is targeted urban adventurers at its new global flagship on Manhattan’s Fifth Avenue.

The two-level, 20,000-sq.-ft. store offers an immersive brand experience that includes an interactive climbing wall, community seating and a custom embroidery service called “Lot, Stock and Barrel” that allows shoppers to personalize garments by selecting from 20 designs.

Because the store is located in a landmark-status building, the retailer was not allowed to make any changes to walls or floors. It capitalized on the situation by treating the space like a natural outdoor setting and using it to display its gear as it would in the wild. The second floor, for example, feature a “base camp” patterned after the kind set up by top climbers and a “campsite” where visitors can relax with a cup of coffee.

To ensure the brand-authentic experience, most of the items in the store were created using the same high-quality materials that North Face products are designed with. The fitting rooms, for example, are constructed of the same fabric and nylon and aluminum poles used to make North Face tents.

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