The North Face

The Pinnacle of Mountaineering

We executed an immersive brand experience and customer journey with several digital points about each AMK product

001—CONText

In 2017, The North Face brought together an international team of elite athletes, designers and innovators to design the world's most advanced alpine mountaineering gear. With three years of comprehensive research from experts in various fields, TNF created an innovative system of layers optimized to provide waterproofing and moisture management.

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002—IDEA

This Advanced Mountain Kit series features 5 built-in technologies using a unique layering system that facilitates alpinists to climb up to 7,000-8,000 meters. To emulate the garment's ultramodern style, we created a sleek in-store look, illuminating the collection in bright violet and yellow tones.

003—AUDIENCE

In search of pushing the limits of human exploration, the TNF team created the most advanced and technical alpine gear to date, allowing mountaineers to freely climb the most impressive alpine regions. With a specialised athlete-driven focus, the accumulated knowledge from TNF alpinists David Göettler, Hervé Barmasse, Hansjörg Auer, David Lama, Andres Marin and Jess Rosskelley attract the world's top athletes to the store.

004—EXECUTION

In September 2021, we both produced and executed the luminous set-up at Sporthaus Schuster in Munich: a 5x3 LED panel in the window display, in-store innovation box with digital informative screens, horizontally protruding tent, and lit-up podiums featuring various kit items. We executed a seamless and immersive consumer journey with several digital touch points providing information about each product.