The North Face reimagines the term ‘shopping expedition’
We’re big on bringing the outdoors indoors around here.
Our kitchen is painted “hunter green” to complement the garden just beyond the patio doors.
There are plants all over the main floor.
I buy fresh flowers almost every week.
None of this, though, can compare to what the North Face is doing with its new flagship location.
Late last month the outdoor brand opened up shop on New York City’s Fifth Avenue with an immersive concept it said “transforms the traditional shopping experience into an explorer’s journey.”
Above and below the treeline
The two-story, 21,000 square-foot space is designed to offer a non-linear layout that mirrors the natural terrain of outdoor adventures. (For a detailed look, check out this video from The Street.)
When you first walk in off the streets of Manhattan, for instance, you’ll find yourself “below the treeline.”
This is where the walls are clad in faceted gray cork panels etched with climbing topos (a.k.a diagrammed routes of significant climbing history).
Merchandise isn’t just featured on racks but set up within the brand’s tents, with lanterns providing a glowing atmosphere.
From there, you can go up “above the treeline,” which features lighter finishes and an exposed aggregate terrazzo to evoke alpine terrain.
Experiential cairns with stone bases showcase product innovations, and there’s a dedicated fitting room lounge.
There’s also a lot more to look at than clothes, like athlete-captured content of various expeditions (amid Iceland’s glaciers for instance), all of it showcased on a two and a half storey LED screen that wraps the wall and the ceiling.
Helping customers see the end before they begin
Although New York isn’t the only place the North Face could have chosen for its flagship, the store’s outdoor-themed design probably creates a powerful juxtaposition with the decidedly urban environment in which it’s situated.
This makes me wonder why more brands don’t try to create retail spaces that reflect what customers will experience when they’re actually using their products:
- Why don’t more sporting goods stores have batting cages or a mini ice rink to try out skates?
- Why couldn’t an appliance store have a test kitchen where you try making something on that ultra-expensive new stove?
- Instead of simply setting up pretend living rooms and bedrooms, why don’t more furniture stores have minimally set up “décor labs” where customers could experiment styling chairs, tables and accessories the way they might at home?
Shopping shouldn’t just be about squeezing as many product-filled aisles within a big box as possible. It should be about discovering opportunities to experiment, play and explore.
The challenges retailers have been staring down have only gotten worse over the past year, with little hope for a reprieve in sight. Reimagining the in-store experience might be the best way to put a brave face on it – just like the North Face is doing.
