CASE STUDY: The North Face
Objective
To celebrate the brand’s commitment to exploration through the creation of a new design standard in outdoor retailing featuring innovative fixturing, architectural environment and provocative communication.
Result
The new project created a distinctive retail environment, optimizing the unique characteristics through the technical and contemporary personality of The North Face brand with the natural and unprocessed characteristics of the architecture. The bold use of The North Face branding vocabulary and its highly recognizable logo immediately create a sense of energy, dominance and authority to the entering consumer.
Design Elements
- This highly site focused “collection” creates a retail presence through the use of proprietary and highly identifiable branding components, making each location unique and highly synergistic in the ways in which it brings the brand to life.
- Landscape scale photography gathered through the company sponsored field explorations shows the customer the athlete’s point of view at the top of the mountain in a very immersive way.
- The use of high finish monolithic floors, exposed structure and the use of primal materials such as concrete board and honed woods achieves a both modernistic and engaging look.
- An overscale brand wall behind the cashwrap mirrors the new entry “brand block” in bold red, prominently featuring The North Face logo.
- Flexible fixturing allows for multiple configurations to accommodate the wide variety of products and seasonal merchandising. The shoe wall features backlit displays with flexible shelving for shoe presentation and the integration of graphics. Merchandise groupings are displayed around large graphic-wrapped columns.
