The North Face, the world's largest outdoor brand, needed a booth at the Outdoor Show that reflected their leadership and exhibited three key brand territories: Mountain Sports, Run + Train, and Mountain Lifestyle. The booth also had to convey the brand's core values of authenticity, empowerment, perseverance, and environmental responsibility. The booth was designed to be a versatile space for key stakeholders to engage with different types of consumers, using digital screens, VR headsets, and positive storytelling to create an immersive experience. It was also designed to be a positive business environment for The North Face team and their guests, with the ability to accommodate meetings and micro-events. The booth was built to be sustainable, using nature-friendly materials and recycling all waste.
The Outdoor Show in 2018 had attracted 22,000 visitors. We needed to prepare for a similar number of attendees, but focus on wholesale business partners, international media, and other key stakeholders. The space needed to accommodate all types of meetings and several micro-events for the duration of the show. At the same time, it had to be a positive business environment for the The North Face team and their guests. Naturally, we supported The North Face’s “True North” initiative by designing several booth elements from nature-friendly materials and recycling all waste.