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THE NORTH FACE 

The Art of Technology

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For the annual Outdoor Retailer Snow Show, we collaborated with The North Face to create an immersive artful experience that told the story of the brand’s groundbreaking FutureLight technology through a statement making environment that could be inspiring, entertaining and educational. Global media and the events general attendees could immerse themselves in the concept behind the new technology by amplifying the method of making and the microscopic fibers used to build layers of fully breathable and fully waterproof fabrics. The statement making exterior leverages climbing rope as the proxy for the liquified material that is delivered via multiple jets onto thin fabric membranes to create a Jackson Pollock like layering of thin threads that provide a porous barrier which allows air molecules to escape, but keeps larger water molecules out.

The lightweight ambient quality of the structure captured the feel and experience of the ultra-light material and acted as a semi-translucent filter for the brand’s graphic storytelling providing visitors a moment of foreshadowing to the deeper story behind the technology that would be revealed within the space.   

Upon entry, the central display highlights the testing method as the proof positive for unequivocally validating the technologies promise. The free standing and reusable  structure would be capitalized on multiple times to maximize the resources and be mindful of circular design thinking and sustainability. 

The North Face’s groundbreaking futurelight fabric gets an artful launch that puts visitors inside the story of innovation.

The interiors parameter allowed attendees to take in the deeper story through a series of self-guided presentations—allowing years of development to be shared, and the athlete testing to be seen as only The North Face can do. 

 

The central seating area utilized repurposed riser seating from previous booths designed by Big-Giant as a gathering space for anyone looking for a place to connect with others, or take in the brand’s Speaker Series with key athletes, influential industry contributors or members of the The North Face teams who helped develop and bring FutureLight to life. The inclusive space promoted a coming together of the tight knit industry and embodies The North Face’s spirit of exploration and positive connection.

Within the sea of brand stories, products and attention grabbing gimmicks, the FutureLight booth’s singular focus coupled with the balance of inclusive spaces and airy intimate engagement to communicate the many points of differentiation of the technology, cut through the trade show chaos to help the brand share an inspiring innovation story that would become a staple in helping the brand bring gear to athletes that helps improve their experiences and foster even more exploration.

For the annual Outdoor Retailer Snow Show, we collaborated with The North Face to create an immersive artful experience that told the story of the brand’s groundbreaking FutureLight technology through a statement making environment that could be inspiring, entertaining and educational.

Global media and the events general attendees could immerse themselves in the concept behind the new technology by amplifying the method of making and the microscopic fibers used to build layers of fully breathable and fully waterproof fabrics. The statement making exterior leverages climbing rope as the proxy for the liquified material that is delivered via multiple jets onto thin fabric membranes to create a Jackson Pollock like layering of thin threads that provide a porous barrier which allows air molecules to escape, but keeps larger water molecules out.

 

The lightweight ambient quality of the structure captured the feel and experience of the ultra-light material and acted as a semi-translucent filter for the brand’s graphic storytelling providing visitors a moment of foreshadowing to the deeper story behind the technology that would be revealed within the space.   

The north face’s groundbreaking futurelight fabric gets an artful launch that puts visitors inside the story of innovation.

Upon entry, the central display highlights the testing method as the proof positive for unequivocally validating the technologies promise. The free standing and reusable  structure would be capitalized on multiple times to maximize the resources and be mindful of circular design thinking and sustainability. The interiors parameter allowed attendees to take in the deeper story through a series of self-guided presentations—allowing years of development to be shared, and the athlete testing to be seen as only The North Face can do. 

The central seating area utilized repurposed riser seating from previous booths designed by Big-Giant as a gathering space for anyone looking for a place to connect with others, or take in the brand’s Speaker Series with key athletes, influential industry contributors or members of the The North Face teams who helped develop and bring FutureLight to life. The inclusive space promoted a coming together of the tight knit industry and embodies The North Face’s spirit of exploration and positive connection.

Within the sea of brand stories, products and attention grabbing gimmicks, the FutureLight booth’s singular focus coupled with the balance of inclusive spaces and airy intimate engagement to communicate the many points of differentiation of the technology, cut through the trade show chaos to help the brand share an inspiring innovation story that would become a staple in helping the brand bring gear to athletes that helps improve their experiences and foster even more exploration.

For the annual Outdoor Retailer Snow Show, we collaborated with The North Face to create an immersive artful experience that told the story of the brand’s groundbreaking FutureLight technology through a statement making environment that could be inspiring, entertaining and educational. Global media and the events general attendees could immerse themselves in the concept behind the new technology by amplifying the method of making and the microscopic fibers used to build layers of fully breathable and fully waterproof fabrics. The statement making exterior leverages climbing rope as the proxy for the liquified material that is delivered via multiple jets onto thin fabric membranes to create a Jackson Pollock like layering of thin threads that provide a porous barrier which allows air molecules to escape, but keeps larger water molecules out. The lightweight ambient quality of the structure captured the feel and experience of the ultra-light material and acted as a semi-translucent filter for the brand’s graphic storytelling providing visitors a moment of foreshadowing to the deeper story behind the technology that would be revealed within the space.    Upon entry, the central display highlights the testing method as the proof positive for unequivocally validating the technologies promise. The free standing and reusable  structure would be capitalized on multiple times to maximize the resources and be mindful of circular design thinking and sustainability. The interiors parameter allowed attendees to take in the deeper story through a series of self-guided presentations—allowing years of development to be shared, and the athlete testing to be seen as only The North Face can do.  The central seating area utilized repurposed riser seating from previous booths designed by Big-Giant as a gathering space for anyone looking for a place to connect with others, or take in the brand’s Speaker Series with key athletes, influential industry contributors or members of the The North Face teams who helped develop and bring FutureLight to life. The inclusive space promoted a coming together of the tight knit industry and embodies The North Face’s spirit of exploration and positive connection. Within the sea of brand stories, products and attention grabbing gimmicks, the FutureLight booth’s singular focus coupled with the balance of inclusive spaces and airy intimate engagement to communicate the many points of differentiation of the technology, cut through the trade show chaos to help the brand share an inspiring innovation story that would become a staple in helping the brand bring gear to athletes that helps improve their experiences and foster even more exploration.

The north face’s groundbreaking futurelight fabric gets an artful launch that puts visitors inside the story of innovation.

The north face’s groundbreaking futurelight fabric gets an artful launch that puts visitors inside the story of innovation.

For the annual Outdoor Retailer Snow Show, we collaborated with The North Face to create an immersive artful experience that told the story of the brand’s groundbreaking FutureLight technology through a statement making environment that could be inspiring, entertaining and educational. Global media and the events general attendees could immerse themselves in the concept behind the new technology by amplifying the method of making and the microscopic fibers used to build layers of fully breathable and fully waterproof fabrics. The statement making exterior leverages climbing rope as the proxy for the liquified material that is delivered via multiple jets onto thin fabric membranes to create a Jackson Pollock like layering of thin threads that provide a porous barrier which allows air molecules to escape, but keeps larger water molecules out.

The lightweight ambient quality of the structure captured the feel and experience of the ultra-light material and acted as a semi-translucent filter for the brand’s graphic storytelling providing visitors a moment of foreshadowing to the deeper story behind the technology that would be revealed within the space. Upon entry, the central display highlights the testing method as the proof positive for unequivocally validating the technologies promise. The free standing and reusable  structure would be capitalized on multiple times to maximize the resources and be mindful of circular design thinking and sustainability. 

The interiors parameter allowed attendees to take in the deeper story through a series of self-guided presentations—allowing years of development to be shared, and the athlete testing to be seen as only The North Face can do. 

 

The central seating area utilized repurposed riser seating from previous booths designed by Big-Giant as a gathering space for anyone looking for a place to connect with others, or take in the brand’s Speaker Series with key athletes, influential industry contributors or members of the The North Face teams who helped develop and bring FutureLight to life. The inclusive space promoted a coming together of the tight knit industry and embodies The North Face’s spirit of exploration and positive connection.

Within the sea of brand stories, products and attention grabbing gimmicks, the FutureLight booth’s singular focus coupled with the balance of inclusive spaces and airy intimate engagement to communicate the many points of differentiation of the technology, cut through the trade show chaos to help the brand share an inspiring innovation story that would become a staple in helping the brand bring gear to athletes that helps improve their experiences and foster even more exploration.