North Face Launch Centers on ‘Urban Exploration’
Think of The North Face, and you typically think of sweeping natural landscapes. But for the launch of its first global flagship in Manhattan, the retailer had to showcase its brand narrative through the lens of a concrete jungle instead. Operating under an “Urban Exploration” theme, The North Face unveiled the store with a three-pronged approach that included an influencer photography series, photo exhibition and the official launch event, resulting in 4.6 million social impressions.
To build buzz for the launch among a broad range of media outlets, the brand tapped a number of photographers who navigated unknown corners of the Big Apple, snapping shots of unexplored tunnels and rooftops, urban athlete playgrounds and other rare snippets of city life. A selection of the images was exhibited at a special pre-launch event, which also included a 30-foot brand timeline, custom climbing wall and dj.
When the flagship’s grand opening finally arrived, it was an all-day affair. During the day, attendees could view a screening of the new sports-action film “Meru,” listen to the dj spin tracks and snag giveaways, like Lot, Stock & Barrel embroidery. At night, key partners and media were invited to attend a private St. Lucia performance. In the end, The North Face had engaged 5,000 attendees and generated 48 unique media posts.