be at the forefront of modern outdoor."
Practically, this has meant unveiling a
4300-square-foot store that looks different from the
brand's norm, and is regarded as a staging post in the
move toward a new face for The North Face.
"We wanted to avoid the clichéd [retail] image of
the outdoors, so sitting around a campfire or summiting a mountain was not involved," says Langley-Swain.
Instead, what has been created is a store intended to
appeal to those who may not choose to go into shops
frequently, and therefore, the location's design is not
"overly prescriptive."
"We wanted to avoid the
cliched [retail] image of
the outdoors..."
- Samuel Langley-Swain
58
MARCH 2016
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Table of Contents for the Digital Edition of VMSD - March 2016