Global SIS roll-out

_ The North Face x JD

Delivering our largest space within the JD estate

A mission to create an elevated and flexible global concept whilst staying true to the Brand’s DNA.

_Concept design
_2D/Graphic Design
_Digital and motion graphics
_3D Design
_Spatial Design
_Development Design
_Client Service Support
_Project Management


Building upon our existing relationship with both The North Face and JD, we were invited to support the brand on their newest venture with the sports retailer. Assigned with the task of implementing new brand guidelines, downplaying the wooden textural device and integrating digital elements, our team developed a scalable concept that could be applied across the JD estate.

A scalable, elevated concept


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.


Upon concluding this project, we have successfully delivered the largest space within the JD estate at their Number 1 global store, JD Stratford. Featuring a men’s 8-bay fixture, a junior 3-bay fixture and a variety of midfloor fixtures, we exceeded expectations by delivering a premium yet flexible concept.

The initial investment was to elevate the European JD concepts; however, the success of this project has led us to being appointed a global roll-out for the financial year 24/25.


We worked with Design4Retail to create a new elevated design to suit the new JD flagship store concept. It was crucial that this new design align with The North Face’s new global brand direction, toning down the wood and dialling up the black and white branding with impactful use of light.

The process from brief to execution was extremely smooth. The Design4Retail team understood The North Face and JD needs from the get-go and provided us with strong concepts requiring minimal rework. Working with the team on the development through to installation was seamless. Their flexibility and reactivity enabled the project to move quickly. Their ability to build strong relationships with us and with JD Sports made the process for us much easier and enjoyable. We have received fantastic feedback from internal stakeholders at The North Face, in EMEA and across our Americas and APAC markets, which is a testament to D4R’s work. This Shop in Shop design is now considered a best practice for retail partner SiS and for our own Retail.

A big thanks to the team who brought this project to life and made the process fun!

- Chloe Thevenin