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North Face Amps Up Engagement And Storytelling In Williamsburg Concept Store

In 1966, The North Face entered retailing with the opening of its first store in San Francisco featuring a performance by the Grateful Dead and security provided by members of the Hells Angels. Last week, the future of North Face retail opened in the East-Coast hipster neighborhood of Williamsburg in Brooklyn.

In a walk-through of the store on North 6th Street, Mark Parker, North Face’s VP of direct-to-consumer (DTC), said the store serves many purposes, including showcasing its wide array of lifestyle. The space will also serve as a vehicle to fully tell the North Face story and form connections with city dwellers. But the store is called The North Face Prototype because lessons learned through experimentation at the space will be incorporated into other store concepts for the brand across the globe in the future.