What stands out here isn’t just the signage—it’s how seamlessly it blends into the architecture, making the brand feel lived-in, not layered on.
Emma Campbell
CEO & Creative Director
What stands out here isn’t just the signage—it’s how seamlessly it blends into the architecture, making the brand feel lived-in, not layered on.
Emma Campbell
CEO & Creative Director
On Display in Shanghai: As The North Face deepens its footprint across Asia, its latest flagship store in China proves that outdoor retail doesn’t have to mean rugged. Collaborating with IDEO, the brand redefined how the outdoors is understood in the region—less about extremes, more about escape, restoration, and connection. The result is a retail space that balances function with fluidity, technical gear with immersive digital touchpoints, and product with purpose.
On Display in Shanghai: As The North Face deepens its footprint across Asia, its latest flagship store in China proves that outdoor retail doesn’t have to mean rugged. Collaborating with IDEO, the brand redefined how the outdoors is understood in the region—less about extremes, more about escape, restoration, and connection. The result is a retail space that balances function with fluidity, technical gear with immersive digital touchpoints, and product with purpose.
Behind the Build
From the moment you step inside, the space shifts away from traditional “mountain retail” tropes. Instead, the design invites calm exploration: smooth materials, architectural curves, and softened lighting all reflect the evolving identity of the brand in China.
Signage is used sparingly but effectively. The illuminated North Face logo is integrated into wooden slatted ceilings and curved wall insets—appearing almost as natural as the terrain it’s inspired by. Large-scale digital screens spotlight landscapes and campaigns, while statements like “Never Stop Exploring” and curated athlete quotes are worked into the walls—designed to resonate emotionally rather than overwhelm visually.
Behind the Build
From the moment you step inside, the space shifts away from traditional “mountain retail” tropes. Instead, the design invites calm exploration: smooth materials, architectural curves, and softened lighting all reflect the evolving identity of the brand in China.
Signage is used sparingly but effectively. The illuminated North Face logo is integrated into wooden slatted ceilings and curved wall insets—appearing almost as natural as the terrain it’s inspired by. Large-scale digital screens spotlight landscapes and campaigns, while statements like “Never Stop Exploring” and curated athlete quotes are worked into the walls—designed to resonate emotionally rather than overwhelm visually.
The In-Person Impact
This is more than a store—it’s a shift in storytelling. The North Face’s design team embraced cultural nuance, crafting a space that encourages moments of pause, curiosity, and interaction.
Instead of performance-first messaging, this flagship leans into community and discovery. From interactive LED displays to a puffer-inspired sculptural pillar at the entrance, every element invites shoppers to participate in the brand’s evolution—whether it’s trying on technical gear or getting inspired for their next weekend escape. By integrating digital storytelling, subtle wayfinding, and considered materiality, The North Face China flagship redefines what it means to “go wild” in a city context—and creates a space where the journey begins the moment you walk through the door.
The In-Person Impact
This is more than a store—it’s a shift in storytelling. The North Face’s design team embraced cultural nuance, crafting a space that encourages moments of pause, curiosity, and interaction.
Instead of performance-first messaging, this flagship leans into community and discovery. From interactive LED displays to a puffer-inspired sculptural pillar at the entrance, every element invites shoppers to participate in the brand’s evolution—whether it’s trying on technical gear or getting inspired for their next weekend escape. By integrating digital storytelling, subtle wayfinding, and considered materiality, The North Face China flagship redefines what it means to “go wild” in a city context—and creates a space where the journey begins the moment you walk through the door.
Latest projects
Storefronts
Pop-Ups
Laneige & Space NK Pop-Up
Laneige’s Pop-Up Makes a Statement Through Subtle Design
Storefronts
Pop-Ups
Laneige & Space NK Pop-Up
Laneige’s Pop-Up Makes a Statement Through Subtle Design
Storefronts
Retail Interiors
Pop-Ups
Loewe Perfumes - a garden pop-up at Selfridges
A surrealist garden maze of tomatoes and scent brings Loewe’s to life.
Storefronts
Retail Interiors
Pop-Ups
Loewe Perfumes - a garden pop-up at Selfridges
A surrealist garden maze of tomatoes and scent brings Loewe’s to life.
