THE NORTH FACE FIFTH AVENUE

THE NORTH FACE

THE LARGEST THE NORTH FACE FLAGSHIP STORE IN THE WORLD, IN NEW YORK CITY

A prestigious collaboration developed with The North Face led to the creation of the brand’s largest flagship store in the world, inaugurated in November 2025 on Fifth Avenue in New York City.

CLIENT

THE NORTH FACE

SERVICES

Value Engineering
Store Fixture
Production & Installation

LOCATION

Fifth Avenue, New York City

CHALLENGE

Translating a furnishing vision into an experience capable of reflecting the brand was our challenge. The project brings mountaineering to Manhattan, with surfaces and furnishings that respect The North Face’s DNA and draw inspiration from the power of the elements.

SOLUTION

With our distinctive approach, “we create places together,” we developed a co-design process in close collaboration with the brand, placing technical expertise and a shared vision at the center. We curated every furnishing element, from engineering and prototyping through to custom production.

Pushing the boundaries of how people live their outdoor lives is fundamental to our philosophy, and our Fifth Avenue flagship store is an example of the direction we are heading (...). From marketing to retail (...), we are creating immersive experiences that spark emotion, celebrate heritage, and bring the spirit of outdoor adventure into the heart of Manhattan.

Dennis Seydel
Chief Marketing Officer of The North Face

PERFORMANCE, INNOVATION
AND SUSTAINABILITY

The environment evokes a vertical journey toward high altitude, reinterpreting the alpine exploration experience. Brushed and painted aluminum, selected to enhance protection, ensures strength, durability, and sustainability. Logistics also contributed to this overall vision: thanks to a flat-pack transport system, we reduced volume and environmental impact, creating a store that combines respect for nature with technical innovation — fully aligned with the spirit of The North Face.

NATURE IN MANHATTAN

The North Face has always embodied the spirit of extreme exploration, combining high performance and design. With this flagship store, the brand pays tribute to the alpine landscape by blending nature with the urban context. The result is an engaging and immersive experience, enhanced by a large LED screen that amplifies and digitalizes the brand’s identity, projecting a visual narrative of expeditions and extreme climbs across walls and ceiling.