COO is tasked to develop and design a new retail concept for The North Face’s new collections for young customers. The design concept proposes a comprehensive communication system that includes a color palette, totem-inspired icons, material selections, and a display system that is flexible and visually inviting.

Flexibility and innovation are at the core of this newly-developed display system. Punched aluminum bars fixed on the walls allow for potential reconfiguration of the display according to different campaigns. Floor fixtures are based on the selection of totem-inspired shapes which ensures modularity yet can be arranged to create a dynamic atmosphere.

The design throughout the store aims to emulate an outdoor environment. The walls with cast-in-situ terrazzo finish are carved into shapes from the totem-inspired icon system, forming a cave-like landscape. The floor fixtures resemble boulders with reinforced glass fiber in bright yellow and stone grey. This fixture system creates a unifying visual language throughout the store, accentuating the outdoor theme and providing a tactile element that encourages interaction and exploration.

Sustainability and safety are taken into consideration in this design concept. The selection of materials includes foams made from recycled materials and sculptures made from waste paper pulp. Details of the display props, such as round edges, soft materials, and touch-friendly surfaces, ensure an enjoyable environment where kids can explore the space safely.

The facade is designed to be both visually striking and representative of the brand image. Using shapes from the design language developed by COO, the design of the arching totem facade creates a sense of continuity between the exterior and interior of the store, making it immediately recognizable to customers.

The counter area is another key design element of the store, highlighted with bright yellow and featuring a counter in the shape of stacking totems. This area serves as a focal point of the store that leaves impactful brand impressions. The lighting in the store is carefully designed to enhance the overall atmosphere, with a feature lighting combined with metal grids in the dynamic shape of the totem icons over the initiative area. This lighting system highlights the area and creates a sense of depth and texture, further reinforcing the outdoor aesthetic of the store.

In addition to display, a small corner is dedicated to kids-friendly workshops and activities, providing children with a hands-on experience that promotes creativity and learning. The space is interactive and engaging, with various props and materials that encourage exploration and experimentation.

With this new retail concept, COO has successfully translated the brand’s values and vision into a physical retail space that elevates the overall customer experience. The concept is adaptable and flexible, ensuring that it can be replicated in different locations while maintaining brand consistency and innovation. The innovative approach to design has set a new standard for retail experiences, creating an environment that promotes exploration, creativity, and learning for kids while offering a visually stimulating and enjoyable experience for all.

Furthermore, COO has also developed this concept into a design guideline which is realized in the first a kids-focused store of The North Face in downtown Beijing, with plans of nationwide expansion in mainland China. This design concept is set to inspire and shape future retail experiences that align with brand values while enhancing the overall customer journey. This retail system will be the guidance for replicating this successful retail concept in different locations while ensuring brand consistency and innovation.