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North Face, London

Whether it’s climbing, skiing, mountaineering or another extreme sport that is your passion, the last store that we review will satisfy every adrenalin junkie’s needs. From the enormous LED screen in the window to the overhead band complete with multiple skylights instore and the magnificent group of giant tree trunks in the stairwell, it delivers an epic adventure within its four walls.
Residing at the upper end of Regent Street in London, The North Face flagship attracts its customers with death defying footage of extreme outdoor sports. It simply can’t be missed.


Positioned on the outward facing corner of the store, where you would expect to find the entrance, an enormous digital screen fills the entire window. The screen shows heart stopping footage of various extreme sportsmen battling with the elements in some of the most amazing locations with some of the most incredible scenery. Moving along the store’s exterior towards the entrance, another even larger window features a gigantic, dramatic graphics panel with wonderful outdoors scenery with 3D neon mountain peaks in the foreground. This store is not for the faint hearted.


Inside, blocks of strong product colour combine with a graphite grey block interior backdrop and a‘green’living wall to create a bold and powerful concept. What initially grabbed me about this store before I visited were the giant tree trunks and they don’t disappoint. Rising up from the basement and reaching skywards, these redwoods transport you out to the forest. The fake skylight at the top even responds to the weather outside and increases the reality. These half dozen tree trunks demand your attention and spur you onwards to the staircase and the lower level. Another powerful feature is the enormous white ribbon interspersed with multiple screens that snakes its way across the ceiling. The panel, complete with sunken spotlights, originates at the rear of the store where the cash desk is situated. It is angled downwards like a cliff overhang and the screens once again react and change with the seasons’ weather. The sales counter is another unmistakable feature; backed by another large LED screen it also shows breathtaking footage. The desk is constructed from blocks of rustic timber.


In amongst the merchandise and across the store’s interior, graphic panels and more screens showcase the clothing, advertise its benefits and impart historical and factual knowledge about extreme sporting personalities and their accolades. Numerous mannequins are also positioned throughout the store displaying clothing and equipment. One final feature worthy of a mention is the ‘locker room’. This area is kitted out with changing room lockers where customers can leave their belongings and purchases whilst they go exploring. It also doubles as an events space.


This store forms yet another type of experiential retailing where designers, the Green Room, have created a playground to promote enjoyment, training, discovery and activity. This is clearly evident in the resulting design and forms the basis of an international roll-out.


Images courtesy of Johannes Marburg

 
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