The North Face has opened a new flagship store at 511 Fifth Avenue in Manhattan. The two-story, 21,000-square-foot space is the brand’s largest globally, with a layout that merges physical and digital concepts.
Entering the store, customers will find a two-and-a-half-story LED screen wrapping the wall and ceiling that shows athlete-captured expeditions, larger than the version that the brand had in the store that opened across the street in 2016.
The store’s ground floor includes a “below the treeline” environment, with gray cork panel walls etched with climbing routes, significant through climbing history. The North Face’s tent materials create lantern-like installations, calling out the brand’s product innovations and archival pieces.
The second-floor transitions to an “above the treeline” aesthetic, with lighter finishes and exposed-aggregate terrazzo meant to “evoke alpine terrain.” Experiential cairns with stone bases showcase product innovations, with a fitting room lounge that connects the brand to the city.
The flagship store also features a dedicated space for TNF’s Summit Series line.
“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.”
Image courtesy The North Face
