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The North Face - Flagship Store, Regent St

a store design for brand believers

The North Face

Continuing our long-standing collaboration with The North Face® we have defined a new global retail proposition for the brand that exemplifies ‘modernised outdoor’.

The Brief

It’s a question that faces most major brands with a bricks and mortar presence… how do you stay relevant in such fast paced, omni-channel environment? Faced with an ever-evolving marketplace, The North Face® were keen to understand how they could shape their engagement with consumers across retail. Our brief was to find the answer.

The Insight

Putting their newly-redefined global consumer at the centre of the experience was the key to unlocking the strategy for creating the concept. Happiest in the outdoors, they are driven by personal progression and discovery; an essential part of making The North Face’s® retail environment relevant was to deliver a space that made these consumers feel at home. While inspiring them to explore the world and equipping them with the tools, knowledge and support to get them there.

The Solution

Our retail design solution presents itself through the ‘progressive playground’ concept. A home of tactility, discovery and nature. A culmination of the elements that seek to inspire explorers to go out and ‘play to the max’ in the outdoors, while putting emotion at its heart.

Through the use of subtle detailing, clear communication and epic, natural imagery we can effectively resonate with this consumer. A carefully selected material palette also reinforces the feeling of nature and innate desire to touch, feel, smell, and see new things.

Simplified navigation, messaging and merchandising enable people to shop by more understandable “life-oriented” categories – live, train and explore – combined with a designated community area, creating a haven for like-minded people to share experiences and aspirations.

The Regent Street flagship store is the first iteration of our concept and as a significant part of the testing programme, will be instrumental in refining design elements ahead of the U.S. flagship opening next year.

The Results

Steven Cherry, Senior Director Retail EMEA at The North Face®

“Green Room has created a holistic view of our new target consumer and developed an understanding of how they relate to our brand in retail. They have worked with us to create a dynamic space on Regent Street that answers this consumer needs and future aspirations.”