the north face

The North Face NYC 5th Ave
Flagship Brand Refresh

Led creative strategy, brand experience, visual merchandising and merchandising direction for new store design and brand DNA update, focusing on the urban markets and “off-mountain" lifestyle. This includes elevating the brand experience, creating a compelling consumer journey, implementing modern integrated marketing, enhancing visual merchandising, and curating unique street-inspired product assortments.

Storytelling focuses on brand DNA and exploration as a mindset that includes on- and off-mountain product statements.

The storefront of The North Face store, displaying colorful backpacks arranged in a grid inside the glass window. Outside, there are large planters with flowers and trees, and a woman walking with a child on a scooter in front of the store.

> the north face williamsburg

Clothing displays in a retail store with wooden shelves, showcasing sportswear, jackets, shirts, and accessories. The ceiling has modern lighting and air vents.
Custom closet with green jackets, camouflage shirts, backpacks, black duffel bags, folded clothes, slippers, and hats on shelves and hangers.
Athletic apparel and outdoor gear store with mannequins dressed in outdoor clothing, backpacks, and climbing equipment, in a modern retail space with large windows and wooden fixtures.
Inside a retail clothing store with windows showing city buildings, mannequins dressed in outdoor wear, and shelves with jackets, shirts, and accessories displayed.
Clothing store with a mannequin dressed in outdoor gear, including a pink jacket, gray shirt, black leggings, hiking boots, and a gray cap. Shelves of colorful athletic wear surround the display.
Inside a retail store with outdoor apparel and accessories, displaying jackets, backpacks, and helmets, near an escalator and a plant.
Store selling backpacks and outdoor gear, with shelves and display tables filled with various backpacks and duffel bags in different colors and sizes.
Display of blue, purple, black, and orange North Face jackets and outerwear on hangers in a retail store with shelves of backpacks in the background.
Clothing store display with mannequins dressed in casual wear, colorful bags on wall shelves, and wooden shelves with folded clothes in the background.
Display of colorful duffle bags from The North Face on a wall shelf inside a retail store, with a mannequin torso in the foreground and clothing racks below.

> the north face nyc flagship

The North Face williamsburg

Urban Exploration Pop-Up Store
Brooklyn, NY

Led creative strategy, brand experience, Visual merchandising and merchandising direction for new store design and brand DNA update, focusing on the urban markets and “off-mountain" lifestyle, including elevating the brand experience, creating a compelling consumer journey, implementing modern integrated marketing, enhancing visual merchandising, and curating unique street-inspired product assortments.

Storytelling focuses on brand DNA and exploration as a mindset that includes on- and off-mountain product statements.

A clothing store displaying jackets, sweaters, and outdoor gear on racks and tables, with the phrase "Never Stop Exploring" on the wall.
Rack display of Patagonia outdoor jackets and boots in a retail store.
Clothing store displays winter jackets, shirts, and shoes arranged on tables and racks, with a large green plant in center and slogan 'Never Stop Exploring' on wall.
Interior of a retail store selling outdoor apparel and gear, with racks of jackets, shoes, and accessories, and a wall sign saying 'Never Stop Exploring'.
A woman standing behind a display table with North Face outdoor gear, including jackets, backpacks, water bottles, and folded clothing, in front of a wall with the words 'Never Stop Exploring' in large black letters.
Large black building with a mural that says 'NEVER STOP EXPLORING' in white letters, surrounded by black metal fence, in an urban setting.