The North Face opens new flagship on Fifth Avenue, New York City

Outdoor brand The North Face has opened its newest flagship store at 511 Fifth Avenue in Manhattan, New York City. The flagship store spans 21,000 square feet across two floors and sees the brand make its biggest investment in retail to date.

Introducing a new store concept that looks to elevate the traditional shopping experience into a journey of discovery, the format centers on immersive exploration around the outdoor world. Bridging the gap between the physical and the digital, the interior features materials inspired by textures in the natural world and focuses on the concept “above and below the treeline,” with a non-linear layout that reflects outdoor terrain.

“Pushing 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, in a statement. “From 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.” 

In the middle of the new flagship sits a 2½-story LED screen wrapping the wall and ceiling, which serves as an immersive display transporting shoppers to remote environments. The centerpiece features athlete-captured expedition content, including the inaugural “Expedition Style Approach” film, directed and shot by climber, filmmaker, and The North Face athlete Renan Ozturk in Iceland’s glaciers.

The ground floor of the new flagship features walls covered in faceted gray cork panels etched with climbing topos, showing the routes of milestone climbs throughout history. Throughout this level are also tent textile volumes made from The North Face’s iconic tent materials, creating glowing, lantern-like installations that showcase the brand’s most innovative products and archival pieces. 

On the second floor, the concept shifts to an “above the treeline” aesthetic, with lighter finishes and exposed aggregate terrazzo meant to reflect a more alpine terrain. Experiential cairns with stone bases are used here to showcase product innovations, while a dedicated fitting room lounge celebrates The North Face’s enduring cultural connection to New York City. 

The new flagship store also includes a dedicated space for the premium Summit Series line, showcasing the best-in-class outerwear next to equipment and the inspiring stories of the world’s top alpine athletes.