TNF SOTF

INVITATION TO EXPLORE

CRAFTING A GLOBALLY SCALABLE GROUND UP RETAIL CONCEPT THAT SHIFTS A TRANSACTIONAL MOMENT INTO AN INSPIRING BRAND BUILDING JOURNEY.

The North Face is known for helping make adventure more accessible for explorers of all levels through technical products that embrace innovation. That drive to continuously elevate and evolve coupled with the need to bring the rich and amazing stories of The North Face to their consumers created a unique opportunity to reimagine the brand at retail on a global level. The opportunity to infuse the brand’s DNA, future vision, products and amazing athlete stories into every aspect of a tiered retail experience provided a platform to develop a strategy that guides consumers through a holistically considered experience. Beginning with the brand’s future vision and a reverent view of it’s DNA, a collectively crafted narrative was developed to inform the creative process and ensure that The North Face retail experience truly delivers on it’s aspirational project mission. The intent would be to build trust with the consumer to shift the perception of the brand and increase the value of the relationship. Extensive global retail research was leveraged to inform what the consumer needed from the brand functionally, but also emotionally to build deeper connections and a more meaningful understanding of the larger brand story. With insights from all brand geographies, product categories and functions, a unified objective became the guiding catalyst for an extensive development phase that would ensure the efficient use of project resources and set each team up for success when the individual work streams would come together in execution. Telling The North Face story at every level became the goal of our brand and environmental teams turning function into narrative, monumental moments into inspiration on a human level, and evolving the experience into an invitation to join the brand on a long-term journey. The development of the consumer journey roadmap included detailed planning of pragmatic considerations such as the organization of spaces regardless of tier, but also factored in more human aspects such as phycological safety during retail floor try-ons and pause moments that inspire and educate, or less expected sensory elements such as smell. These functional constructs became the skeleton for layers of brand storytelling that would bring The North Face to life through overt marketing elements, to 365 brand installations, initiative moments or informed fixture details that elevate the in-store experience to be in line with the product and brand marketing functions. With every element of retail developed to serve the unified objectives of The North Face teams, the brand has evolved to bring a common message and experience to consumers at every touch point. The result is a cohesive narrative that turns undifferentiated consumers into a community of explorers.

The North Face is known for helping make adventure more accessible for explorers of all levels through technical products that embrace innovation. That drive to continuously elevate and evolve coupled with the need to bring the rich and amazing stories of The North Face to their consumers created a unique opportunity to reimagine the brand at retail on a global level.

The opportunity to infuse the brand’s DNA, future vision, products and amazing athlete stories into every aspect of a tiered retail experience provided a platform to develop a strategy that guides consumers through a holistically considered experience. Beginning with the brand’s future vision and a reverent view of it’s DNA, a collectively crafted narrative was developed to inform the creative process and ensure that The North Face retail experience truly delivers on it’s aspirational project mission. The intent would be to build trust with the consumer to shift the perception of the brand and increase the value of the relationship. Extensive global retail research was leveraged to inform what the consumer needed from the brand functionally, but also emotionally to build deeper connections and a more meaningful understanding of the larger brand story. With insights from all brand geographies, product categories and functions, a unified objective became the guiding catalyst for an extensive development phase that would ensure the efficient use of project resources and set each team up for success when the individual work streams would come together in execution. Telling The North Face story at every level became the goal of our brand and environmental teams turning function into narrative, monumental moments into inspiration on a human level, and evolving the experience into an invitation to join the brand on a long-term journey. The development of the consumer journey roadmap included detailed planning of pragmatic considerations such as the organization of spaces regardless of tier, but also factored in more human aspects such as phycological safety during retail floor try-ons and pause moments that inspire and educate, or less expected sensory elements such as smell. These functional constructs became the skeleton for layers of brand storytelling that would bring The North Face to life through overt marketing elements, to 365 brand installations, initiative moments or informed fixture details that elevate the in-store experience to be in line with the product and brand marketing functions. With every element of retail developed to serve the unified objectives of The North Face teams, the brand has evolved to bring a common message and experience to consumers at every touch point. The result is a cohesive narrative that turns undifferentiated consumers into a community of explorers.

FIXTURES THAT TELL STORIES

From function to material to design details, the fixture system developed for The North Face retail experience are driven by the brands DNA with a clear eye on the future vision. The entire collection is purpose built to deliver modular functionality with embedded brand materiality and details that compliment the products and services that will tell a holistic story at every point in the consumer journey.

EXPERIENCE ZONES

ICONS

The North Face is rooted in great products that have helped explores and adventurers achieve amazing feats and are the inspiration that fuels ongoing product development. The Icons fixture provides that consumer with a historical point of context that increases the value of the contemporary product they are about to experience. The result is an increase in perceived value with the understanding that these products are the product of decades of learnings.

EXPERIENCE ZONES

ON-FLOOR TRY-ON AREAS

Based on retail research, dedicated try on niches increase sales conversation by allowing consumers to safely and conformably experience product without losing track of their personal belongings. This “path of least resistance” experience is facilitated through easily understood built-in functionality. Multiple “path of least resistance” moments provide try-on spaces spread throwout the store give customers.

PROGRAMMING

LEADING WITH SERVICE

This familiar retail landmark creates a coded function that includes cash wrap, but leads with the brand’s VIP services to reinforce The North Face as an experience brand, and place less importance on transaction.

STORYTELLING

MAKING IT REAL

Archival display cases bring the tangible stories of The North Face athletes to life in a curated approachable format that always points back to the product.

FUNCTION

IMMERSIVE LIGHTING

The embedded storytelling extends upward to the lighting. A grid inspired by Buckminster Fuller’s collaboration with TNF creates a functional and ownable ceiling, that makes the branded environment more insightful and holistically immersive.

PROGRAMMING

CASH WRAP

This familiar retail landmark creates a coded function that includes cash wrap, but leads with the brand’s VIP services to reinforce The North Face as an experience brand, and place less importance on transaction.

DIGITAL CONTENT

Passive brand communication through motion allows consumers to get a multi-layered brand experience in seconds and ensures they receive a complete story. The adjacencies of product allow inspiration and education to give consumer confidence in their choice to engage with product.
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ARTFUL BEACONS

The expression of the brand as a vehicle for capturing your imagination extends to the retail environment as artful moments inspire visitors to see the brand and it’s story in new ways.

DETAILS

Like TNF products, the fixtures are designed to be rugged and refined. First and foremost they have to stand up to heavy use, but in order to coney the sense of trust that consumers have in the product, Every material is refined and every detail executed with confidence.

FIXTURES AND FURNITURE

JOINERY

The fixtures and furniture in a TNF store are just as much a product of the brand as the merchandise, and both are made by skilled craftspeople who sweat the details.

FIXTURES AND FURNITURE

ACCESSORIES

The functional elements of the store are elevated as beautiful details that tell the story of the engineering and and technical aspects of the products.

DIGITAL CAMPFIRE

Some stories are best told when the customer is able to stop, relax, and focus. Like the base camp before a big climb, this is a space to tell stories and connect with the brand on an emotional level without the pressure of marketing or sales. It’s an invitation to join the community.

EXPERIENCE ZONES

DIGITAL CAMPFIRE

This space is like a living room for the brand. Comfortable seating, artifacts of adventures, “family photos” of athletes. It’s an opportunity to connect with the brand at your own pace.

SYSTEMS

Every detail of the environment is in service of the larger experience and creates an ease of use to facilitate engagement and clear the way for amazing product interaction.

SYSTEMS

FLEXIBILITY

The ability to adjust floor sets quickly and easily is facilitated by the universal approach to elements and allows a wider use of fixtures throughout the environment.

SYSTEMS

MODULARITY

The need to respond to unique initiatives or product offerings dictated a modular system that meets functional needs as well as improves material yields and fabrication costing through a universal approach.