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The North Face - Flagship Store, Milan

Flagship Store, Milan

We worked with the outdoor apparel and accessories brand, The North Face, on the definition of their global retail strategy. Our first task was to inform a refresh of their Milan flagship store design. 

The Brief

As part of our global project to redefine The North Face’s retail strategy, our initial brief was to explore the importance of key elements within their Milan flagship as a test bed store. As the first retail environment to explore ideas within the new concept, it needed to deliver more than an engaging look-and-feel. The key elements needed to be unique and interactive, ensuring that each customer left the store empowered to fulfil the brand’s mission: Never stop exploring.

The Insight

To stay relevant in the current market, smart retailers are upgrading their stores to become lifestyle-oriented environments that far exceed the traditional product sales model. Multi-sensory experiences are vital, as are community initiatives that give consumers visibility on how they engage with the brand beyond the four walls of the store.

The Solution

In Milan, we laid the groundwork for a new generation of The North Face stores targeting a new generation of consumers. The result is a true ‘playground’ for weekend warriors and hardened explorers to plan their next outdoor adventure.

Focusing on community, engagement, and digital integration, we encourage shoppers to delve deeper into the brand, the explorer community, and the product range. By humanising the hard-core athlete, creating community boards, integrating localised design and hero product placement, the store becomes a community hub where you can engage with like-minded explorers.

Equally important, as a retail outlet, the store needs to perform commercially by facilitating navigation, product browsing and informed purchase decisions. We integrated in-store zoning principles, eye-catching windows, focal category points and interactive elements. Wayfinding techniques guide shoppers around the store, including a novel rope installation in the stairwell.

We continue to work with The North Face to roll out an evolution of this concept store design across the globe.