The North Face has opened a new flagship store at 511 Fifth Avenue in Manhattan, the brand’s largest store globally at 21,000 square feet.
The two-story design is based on the theme of “above and below the treeline.” The ground floor, or “below the treeline,” features gray cork panels on the walls with etched climbing routes and installations made from the brand’s tent materials to display products.
The second floor represents “above the treeline,” with lighter finishes and terrazzo flooring. This level includes a dedicated space for the Summit Series product line and a fitting room lounge.
A key feature of the store is a large LED screen that displays content from brand-sponsored athletes, including a film by climber Renan Ozturk.
The new store is part of the company’s strategy to create more immersive retail experiences that connect its physical and digital presence.
“Pushing the boundaries of how people experience the outdoors is core to our ethos at The North Face, and our Fifth Avenue flagship is a powerful example of where we are headed as a hub for exploration,” The North Face Chief Marketing Officer Dennis Seydel said in a statement. “From marketing to retail, and now our newly launched Power of Nature platform, we are creating immersive experiences that spark emotion, celebrate heritage, and bring the spirit of outdoor adventure right into the heart of Manhattan.”
The North Face operates approximately 285 stores globally, according to parent company VF Corp‘s most recent annual report.
