First Look: The North Face

The North Face puts its passion for adventure and the great outdoors front and center in its new flagship on Regent Street in London. The two-level 4,300-sq.-ft. space is designed to inspire customers to explore the world and equip them with not only the necessary gear, but also knowledge and support.

(For more photos of The North Face, London, click here.)

The store has a sleek, modern edge. Designed by Green Room, London, it is built around the concept of a “progressive playground,” one that promotes customer engagement, discovery and interaction.



The interior conveys the brand’s passion for the outdoors, with skylights, live greenery, and tree trunks that extend through the ceiling windows.



The store features the latest in digital technology, including a virtual reality experience that allows viewers to experience Nepal up close and personal. Exciting outdoor adventure footage is showcased on video screens located throughout the space. Digital screens (“sky windows”) set in the ceiling feature imagery that reflects outside weather conditions. Digital storefront windows help drive passers-by inside, and promote the brand’s messaging and global expeditions.



The store is divided into three areas, “live,” “train,” and “explore,” which are targeted to meet the different “aspirations” of shoppers. It also has a dedicated community space for events, guest lectures, and product launches.



And in keeping with its exploration theme, The North Face features on-site lockers, where visitors can leave their belongings before going outside to explore the city outside its doors.