The North Face’s new 8,000 square foot SoHo store is as sustainably built as the products it creates. The first example of the brands revised global retail strategy, the SoHo location – and all new stores moving forward – will feature FSC certified reclaimed wood, steel, granite and low VOC paints. Product environments are purposefully designed for longevity and to avoid a cycle of wasteful semiannual renovations.
In an effort to create a stronger connection with customers and evolve the retail environment into a space that feels more like a brand experience and less like a store existing locations will become ‘basecamps’ for exploration. The store renovations will showcase The North Face heritage and brand values. Elements include museum-like displays of sponsored athlete expeditions and significant products, a signature Half Dome scent that will instantly transport customers to the outdoors and store attendants renamed “guides,” equipped to offer gear and exploration recommendations tailored to local adventures. The North Face is committed to refreshing the majority of its stores by the end of 2024. The North Face SoHo will feature limited edition, custom basecamp duffel bags created in partnership with notable New York City artists including Adam Lucas and Eric Haze, as well as The North Face athlete Renan Ozturk.
The North Face SoHo 584 Broadway (between West Houston and Prince St.) New York, NY 10012.
“Our stores will continue to offer a convenient and seamless shopping experience, but it is no longer the sole mission of the store,” said Mark Parker, Vice President of Direct to Consumer. “We’re now focused on creating an environment that highlights our heritage and allows consumers to deeply connect with the brand as they prepare for their own exploration, wherever it may be.”
