A high street experience for all-mountain missions.

The North Face X Strava

Our challenge was to conceive & deliver an in store experience for the amplification of TNF’s spring / summer All Mountain Purpose collection.  A new kind of collection for a new era of exploration. All Mountain Purpose is a system of interchangeable layers for  performance across multi-discipline mountain pursuits.

The campaign sets out to provide the progressive explorer with a modular range of products to meet their needs for fast and light movement in all conditions. The collection is modular, allowing pioneering explorers to switch rapidly between mountaineering, speed hiking, mountain biking and paragliding.

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  • Client
    The North Face
  • Sector
    Fashion
  • Services
    Branding
    Creative
All Mountain Purpose

The mountains might not change. But how we explore them has. Technology develops. Mindsets shift. Achievements that were once out of reach, are now firmly in play. All-day epics and multi-sport expeditions from the trail to the wall to the summit, and back. This is the new era of exploration.

Our new collection is designed for mountaineering, speed hiking, mountain biking and paragliding. It’s advanced modular equipment made for all-mountain missions.

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Inform & inspire

The chosen concept was to design a bespoke interactive touch screen module to inform, and a VR paragliding experience to inspire.

Customers could learn about the utility of the collection within their activity groups and get as close as possible to a first hand experience of soaring through the alps
to encourage the spirit of outdoors adventure.

Free standing units for both the touchscreen and VR simulator were decided upon, providing the most flexibility for installation across multiple European stores.

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Digital Hub

Working extensively with the TNF marketing team the SKU list & information on the collections products was validated.

We then designed and built a bespoke touchscreen experience to showcase their campaign videos & photography but also demonstrate the interchangeable & modular approach to the AMP collection by allowing users to browse through products filtering by each mountain activity.

VR unit & gameplay

We partnered with a production company who design bespoke VR experiences to design a unique paragliding simulator.

With opportunities to brand the frame and aspects of the gameplay itself we collaborated with both the TNF team and game developers to give the game the right level of difficulty and aesthetic incorporating brand elements.

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Creative

With social promotion booked into the TNF marketing schedule we delivered key artwork for TNFs comms team using assets from their SS-AMP shoot, encouraging membership to the XPLR PASS was a core marketing priority at the time so this activity was accessible though registration for that.

We also created some print collateral using the same creative for in-store.

Instore Activation

The activation was installed at the front window of the Regent Street store and was extremely popular all day & hugely successful at generating interest from the street. It immediately connects with the spirit of exploration in the minds of the audience even for those who are just passers by.

To give the activation meaningful presence on social platforms we partnered with a series of local micro influencers associated with outdoors and exploration to generate simple and authentic self shot stories of their in-store visit and brief introduction to the collection.

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