NEWSLETTER
The North Face’s State of the Art Store Features Immersive 21,000 Square-Foot Space Designed to Bring the Outdoors Inside
New York, NY (November 21, 2025) – Today, The North Face, the world’s leading outdoor brand, announced the opening of its new flagship store at 511 Fifth Avenue in Manhattan. The two-story, 21,000 square-foot retail destination is the brand’s largest flagship globally and introduces an innovative store concept that transforms the traditional shopping experience into an explorer’s journey.
The North Face is reimagining its retail footprint, transforming the store into an immersive experience centered around outdoor exploration. As consumer expectations evolve, the space bridges the physical and digital worlds, sparking discovery, deepening connections, and cementing its role in culture.
The new flagship store merges material precision with textures of the natural world, and is anchored by the concept of “above and below the treeline” designed to inspire exploration and discovery through a non-linear layout that mirrors the natural terrain of outdoor adventures.
“Pushing the boundaries of how people experience the outdoors is core to our ethos at The North Face, and our Fifth Avenue flagship is a powerful example of where we are headed as a hub for exploration" said Dennis Seydel, Chief Marketing Officer, The North Face. “From marketing to retail, and now our newly launched Power of Nature platform, we are creating immersive experiences that spark emotion, celebrate heritage, and bring the spirit of outdoor adventure right into the heart of Manhattan.”
At the heart of the store, a dramatic 2½-story LED screen wrapping the wall and ceiling serves as an immersive canvas that transports visitors to the edges of the earth. The centerpiece brings expeditions to life through athlete-captured content, including the inaugural “Expedition Style Approach” film—directed and shot by accomplished climber, filmmaker, and The North Face athlete Renan Ozturk on location amid Iceland’s glaciers.
The multi-level space brings nature into the heart of New York City, immersing consumers in The North Face experience.
Ground Floor: Welcomes visitors into a “below the treeline: environment, featuring walls clad in faceted gray cork panels etched with climbing topos – diagrammed routes of significant climbing history. Throughout the space, tent textile volumes constructed from The North Face’s iconic tent materials create glowing, lantern-like installations, each revealing the brand’s most innovative products and archival pieces.
Second Floor transitions to an "above the treeline" aesthetic with lighter finishes and exposed aggregate terrazzo that evoke alpine terrain. Experiential cairns with stone bases showcase product innovations, while a dedicated fitting room lounge celebrates The North Face’s enduring cultural connection to New York City.
Showcasing The North Face’s Athlete Tested, Expedition Proven™ products, the flagship store features a dedicated space for the premium Summit Series line. Here, best-in-class outerwear is displayed alongside equipment and the inspiring stories of the world’s top alpine athletes.
The Fifth Avenue flagship store opens on Friday, November 21st– Monday-Saturday 10am-7pm ET, Sunday 11am-6pm ET – at 511 Fifth Avenue, New York, NY 10017.
Assets
HERE (Courtesy of The North Face)
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About The North Face®
The North Face, a division of VF Corporation was founded in 1966 with the goal of preparing outdoor athletes for the rigors of their next adventure. Named for the most challenging side of the mountain, The North Face has equipped explorers to reach their dreams since its inception. Driven by the mantra of Never Stop Exploring™, The North Face is the world's leading outdoor brand, creating athlete-tested, expedition-proven products that help people explore and test the limits of human potential. The North Face develops, designs, and manufactures performance apparel for men, women, and children with best-in-class products for alpine, ski, snowboarding, climb, trail, running, hike, camping, and outdoor enthusiasts. The brand operates over 1500 retail stores globally and is distributed at premium and specialty retail sporting goods stores worldwide. The brand is headquartered in Denver, Colorado.
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