The North Face is to open a Regent Street store featuring on-site lockers where visitors can drop their belongings and explore London.
The 400 sq m store at 290 Regent Street will feature large screens showing adventure films, host regular appearances from The North Face ambassador athletes and include on-site locker rooms.
The California-based retailer said sky windows “will transform the store to bring to life the weather according to the season”. It is due to open in the next couple of months.
In the run-up to the launch, North Face staff dressed as Himalayan explorers will hit the streets of London armed with gifts and prizes, while people will be encouraged to use the hashtag #spottheexplorer to post their sightings.
Hot-bed of adventurers
Arne Arens, vice-president and general manager of The North Face, said: “London is a hot-bed of people who love adventure and outdoor exploration, and this store has been designed with them in mind.
“London has a rich history of exploration and has given rise to some of the most world-renowned adventurers, making it the ideal location to set up our newest camp and encourage people to escape the ordinary.”
The North Face has eight stores in the UK in locations including Carnaby Street, Covent Garden and Westfield Stratford City. The brand is also stocked in retailers such as Blacks and Selfridges.
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