The North Face’s New NYC Store Is An Immersive Experience

For this year’s 50th anniversary of The North Face, the brand is bringing the great outdoors to the Big Apple.

Today, Alameda, Calif.-based outdoor lifestyle brand The North Face is opening its first-ever flagship store in New York City on tony Fifth Avenue. The 20,000-sq.-ft. location offers an immersive brand experience, including a climbing wall where customers can test out products.

The store, at 510 Fifth Ave., is in the landmark Manufacturer’s Trust building. Architects collaborated with The North Face’s product team on the store’s design, using many of the same materials found in the brand’s products.

The flagship will feature custom items available only at this location, while on-site specialist associates trained in their areas of expertise stand ready to assist consumers.

The company said that based on the 2010 U.S. Census, 80 percent of the U.S. population lives in urban locations. The North Face’s goal is to outfit consumers for any aspect of their daily lives, whether it’s protecting them from the elements on city streets or hiking in the mountains.

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