Remember back in September when Arc’teryx announced it was opening a new flagship store in London Covent Garden with live performances, giveaways and a curated outerwear collection? Well, this is similar, but make it virtual.
Bringing virtual reality to retail, The North Face Mountain is in fact a virtual flagship store created by Goldwin’s TNF 一the label who is also behind Japanese brand nanamica一.
The new website is a hybrid that’s half e-store and half blog, both focused on mountaineering of course. Beside selling the brand’s technical gear, The North Face Mountain is also a virtual space for sharing and learning.
The platform has an “Explore” section with four categories, featuring exclusive athlete interviews (On The Edge), layering theories and guides, landscape photography, story-telling and experiences, as well as expedition tracks.
For example, one can find a full interview with competitive skier and backcountry snowboarder, Tomoki Fuse, and learn about his experience as a snowboard guide and photographer in the village of Hakuba, in the Japanese Alps.
Further content includes interviews with Captain Kishimoto (Nagano Prefectural Police Mountain Distress Rescue Team) and Janelle Lynch, among others.
Performance-wise, this new shop is centered around TNF’s Summit Series, which covers layering equipment and accessories ideal for expeditions. From hiking footwear and alpine climber socks to cutting-edge jackets and hoodies.
The capsule collection includes the signature Polartec One Piece, the Alpinstyle Hybrid One Piece, the Hybrid Sheerice Bib and Ventrix Hoodie, as well as the Himalayan Pants. Weather-proof pieces as innovative as this new virtual flagship store. At the moment, the items found at the shop are only limited to Japan.
Take a look at The North Face Mountain website here. Meanwhile, WOAW gallery’s metaphysical artshow will open on Friday 29th.