The North Face Basecamp focuses on engaging consumers in a holistic lifestyle of explorers. More than a retail store, the store is designed to prepare explorers to connect with the environment through their activities in the mountains.

Visible from the entrance, an impressive light structure frames a semi-pop-up area in front of the store. On one side of the frame, a large neon logo installation immediately captures the attention of the skiers who enters the building from ski tracks. Three rows of black and white wooden benches behind the logo form a community space which accommodates up to 26 people. On the other side, a lounge welcomes customers with bar table extending from the inside of the store. Glowing red light bars under frosted glass tabletop, bar stools and a hot‑drink‑shaped neon sign suggest a heart‑warming corner where consumers can take a moment to relax and share their adventure stories over hot drinks.

An eye-catching brand wall consists of a dynamic collage of woodblocks in the shape of the brand’s iconic Half Dome, installed in different orientations. The visually intriguing shapes of the blocks serve as a sweet spot for social media posts as well as an excellent backdrop for store displays. Above the central display on top of terrain simulation platforms, a neon light sculpture is a representation of the contour line of the mountains, giving a subtle hint of the location. Three mannequins with complete looks are installed on boulder‑shaped platforms.

With the concept of ‘basecamp’ in mind, the interior space is designed to adapt to various events that could take place in the store. A drop-down screen can be used for presentations and talks. The movable benches are used as display platforms and become a small auditorium seating for events.

A small resting area features a pair of bright yellow chairs covered in recycled fabric from The North Face’s legendary tent to represent the brand’s commitment to promoting a sustainability lifestyle. The bright colours and soft materials used in this relaxing corner complement the more robust materials and rough textures throughout the space, such as aluminium furniture, wooden walls and the dark grey stone-like tiles on the floor.

As the brand’s slogan ‘Never Stop Exploring’ goes, The North Face Basecamp is a starting point where explorers are prepared to set off confidently and equipped with the knowledge and the right gears. COO translated the quiet confidence and spirit of exploration into space, creating a versatile place for a platform for the like-minded community to grow.