_ The North Face x JD

On the back of a brand refresh, The North Face approached us with their latest guidelines which resulted in a new look for a range of their branded spaces. Offering an end-to-end service from Creative through to Technical Development, we invited the brand’s European team to our warehouse in South Leicestershire, England. During their visit, the client dropped by our JD Mock Shop for a live review of the prototypes, allowing them to ensure everything was in line with their creative vision.

With hope to elevate and promote the brand, bold branding was used throughout the concept. From personalised strapping that supported hanging fixtures to framing with illuminated lettering, the fixture homed in on leading storytelling, providing The North Face with a premium display at the heart of the JD store.

Scalable across a variety of store layouts, the overall concept embraced the use of digital integration and illumination to enhance the branded space. With the application of innovative technology such as the transparent LED screens, we were able to highlight key performance features of the hero products sat within the fixture, offering consumers a new approach to offline retail.

Disrupting the customer journey with sleek angled matte black headers that extended across the entire fixture, high-level branding dominated the space. These headers, along with the branded strapline, perfectly complemented the iconic shapes of the black and white mountainous scenery. Whilst incorporating the current artwork, we were able to champion a shortened version of the brand’s pre-existing DNA, creating a cohesive and visually striking experience for customers.