The North Face Opens New Fifth Avenue Flagship Store in Manhattan
The North Face鈥檚 State of the Art Store Features Immersive 21,000 Square-Foot Space Designed to Bring the Outdoors Inside
The North Face, the world鈥檚 leading outdoor brand, announced the opening of its new flagship store at 511 Fifth Avenue in Manhattan. The two-story, 21,000 square-foot retail destination is the brand鈥檚 largest globally and introduces an innovative store concept that transforms the traditional shopping experience into an explorer鈥檚 journey.
The North Face is reimagining its retail footprint, transforming the store into an immersive experience centered around outdoor exploration. As consumer expectations evolve, the space bridges the physical and digital worlds, sparking discovery, deepening connections, and cementing its role in culture.
The new flagship store merges material precision with textures of the natural world, and is anchored by the concept of 鈥渁bove and below the treeline鈥� designed to inspire exploration and discovery through a non-linear layout that mirrors the natural terrain of outdoor adventures.
鈥淧ushing the boundaries of how people experience the outdoors is core to our ethos at The North Face, and our Fifth Avenue flagship is a powerful example of where we are headed as a hub for exploration" said Dennis Seydel, Chief Marketing Officer, The North Face. 鈥淔rom marketing to retail, and now our newly launched Power of Nature platform, we are creating immersive experiences that spark emotion, celebrate heritage, and bring the spirit of outdoor adventure right into the heart of Manhattan.鈥�
At the heart of the store, a dramatic 2陆-story LED screen wrapping the wall and ceiling serves as an immersive canvas that transports visitors to the edges of the earth. The centerpiece brings expeditions to life through athlete-captured content, including the inaugural 鈥淓xpedition Style Approach鈥� film鈥攄irected and shot by accomplished climber, filmmaker, and The North Face athlete Renan Ozturk on location amid Iceland鈥檚 glaciers.
The multi-level space brings nature into the heart of New York City, immersing consumers in The North Face experience.
- Ground Floor: Welcomes visitors into a 鈥渂elow the treeline: environment, featuring walls clad in faceted gray cork panels etched with climbing topos 鈥� diagrammed routes of significant climbing history. Throughout the space, tent textile volumes constructed from The North Face鈥檚 iconic tent materials create glowing, lantern-like installations, each revealing the brand鈥檚 most innovative products and archival pieces.
- Second Floor transitions to an "above the treeline" aesthetic with lighter finishes an exposed aggregate terrazzo that evoke alpine terrain. Experiential cairns with stone bases showcase product innovations, while a dedicated fitting room lounge celebrates
The North Face鈥檚 enduring cultural connection to New York City.
Showcasing The North Face鈥檚 Athlete Tested, Expedition Proven鈩� products, the flagship store features a dedicated space for the premium Summit Series line. Here, best-in-class outerwear is displayed alongside equipment and the inspiring stories of the world鈥檚 top alpine athletes.
