The North Face opened its first New York City store last week. Located at 2101 Broadway at 73 rd Street, in the heart of Manhattan’s Upper West Side, the new store elaborates on The North Face®’s new retail concept designed to personify the brand and celebrate its outdoor exploration heritage.
As the premier supplier of authentic, innovative and technically advanced outdoor apparel, equipment and footwear, The North Face® sets up camp in New York City’s landmark Ansonia Condominium. The North Face® store occupies the Southeast corner of the famous building, retaining the early 20th century architecture while maximizing the two-level, 8,000-square foot selling space with a grand staircase connecting the levels. The New York City store will carry The North Face®’s full product line, including the company’s trademark expedition-quality parkas, apparel and accessories. Also showcased will be The North Face®’s new product line A5 Series(tm), a bouldering-inspired apparel line designed for the outdoor enthusiast who knows no boundary between sport and daily life.
“New York City is the premier shopping location in the world and our presence here represents a significant step in the growth of our brand,” explains Mike Egeck, president, The North Face®. “The store will carry our complete line of authentic, technologically advanced apparel, footwear, and equipment. These products both inspire and enable outdoor enthusiasts, and all consumers who appreciate best in class products, to explore the great outdoors.”
Inside the store, authentic multicultural artifacts from regions around the world where The North Face® has sponsored expeditions will be intertwined with modern elements that represent the technical aspects of the product line. Such pieces include a monastery door from Nepal, a residential sofa with carved wooden horse heads from India, tribal drums from Indonesia, a dining table and jail door table from Argentina and Peru respectively, and a ceremonial gong from Thailand.
“Our equipment, apparel and footwear will be creatively integrated with fascinating artifacts from all over the world,” explains Sandy Wait, vice president of retail, The North Face®. “The Upper West Side is a highly trafficked area for shopping, and the historic significance of the Ansonia Condominium within the urban landscape makes it an unparalleled location for us.”
Working with Michigan-based design firm JGA, Inc., New York-based general contractor D.E.C.A. Development and New York-based restoration company Urban D.C., The North Face® has adapted the space into a world-class destination for outdoor enthusiasts and retail shoppers. The varying concave walls of maple slats; polished, plaster paneled perimeter walls; and frosted backlit acrylic panels will easily identify product areas. The cash wrap façade is elegantly simple with inlaid acrylic.
The original leaded windows that line the south side of the building have been fully restored, as has the purple-ribbed stained glass window dominating the rear of the store. In addition, the building’s original steel supports have been selectively exposed throughout the building to highlight architectural details and the products themselves.
“The North Face® is a brand known for its authenticity, and what better match than the authentically restored architectural space of the Ansonia Condominium,” observes Ken Nisch, chairman JGA. “With its tall, narrow proportions, the interior of the space highlights a contrast between the found architecture of the historic building and the pristine effect of the new finishes. The North Face New York is a natural place for both global and urban adventurers, providing visibility and credibility to positively influence consumers view of the brand and its products.”