为了The North Face北面位在崇礼密苑云顶乐园的品牌体验店，协调亚洲打造了一个极具视觉冲击力的空间以及吸引人的零售概念。店铺占地175平米，是一个围绕着山地户外生活方式的多功能空间。体验店象征登山队的“大本营”，不仅可举办多种活动鼓励消费者们踊跃参与社群，更是品牌和目标群体之间建立深刻连结的方式。
Located at the Genting Secret Garden ski resort in the mountains of Chongli, COORDINATION ASIA created a visually impactful space and engaging retail concept for The North Face. The store is a 175 m2 multifunctional space built around the mountain lifestyle. Representing a “basecamp”, the store facilitates a variety of activities to actively engage consumers in the community as well as for the brand to build a strong connection with its target audiences.
Basing on The North Face’s slogan “Never Stop Exploring”, this store focuses on engaging consumers in a holistic lifestyle of explorers. It is located at a popular ski resort about one-hour-train-ride away from Beijing, welcoming hundreds of ski lovers of all ages every day. The store represents a “basecamp” for consumer experiences related to exploration in both summer and winter seasons. More than a retail store, The North Face Basecamp is designed to prepare explorers to connect with the environment through their activities in the mountains by hosting a wide range of events and activities, such as talks by athletes and film screening.
一个令人印象深刻的LED灯框架在店前划分出了一个半临时空间，从入口处就能看见。在灯光框架的一侧，设有一个大型的北面LED标志以及其经典的Half Dome北坡图样，吸引从雪道归来的滑雪客们的目光。位在标志后方的三排黑白色木长凳构成一个聚会空间，在活动中可以容纳26人，也能当做休息区域。而在另一头的‘Warm Up Lounge’设有从店内空间延伸出来的吧台桌，在雾面玻璃桌面下的红色LED灯条散发微光，搭配吧台椅以及热饮形状的霓虹标志，暗示着顾客们可以在这个暖心的角落歇脚，一边享用热饮一边分享他们的探险故事。
Visible from the entrance, an impressive LED light structure frames a semi-pop-up area in front of the store. On one side of the frame, a large LED light installation of The North Face logo with the iconic Half Dome immediately captures the attention of the skiers who enters the building from the tracks. Three rows of black and white wooden benches behind the logo form a community space which accommodates up to 26 people during events, and also can serve as a resting area. On the other side, a ‘Warm Up Lounge’ welcomes customers with bar table extending from the inside of the store. Glowing red LED light bars under frosted glass tabletop, bar stools and a hot-drink-shaped neon sign suggest a heart-warming corner where consumers can take a moment to relax and share their adventure stories over hot drinks.
An eye-catching brand wall consists of a dynamic collage of woodblocks in the shape of the brand’s iconic Half Dome, installed in different orientations. The visually intriguing shapes of the blocks serve as a sweet spot for social media posts as well as an excellent backdrop for store displays. Above the central display on top of terrain simulation platforms, a neon light sculpture is a representation of the contour line of the mountains, giving a subtle hint of the location. Three mannequins with complete looks are installed on boulder-shaped platforms.
With the concept of “basecamp” in mind, the interior space is designed to adapt to various events that could take place in the store. A drop-down screen can be used for presentations and talks. The movable benches are used as display platforms and become a small auditorium seating for events.
A small resting area features a pair of bright yellow chairs covered in recycled fabric from The North Face’s legendary tent as a gesture of the brand’s commitment to promoting a sustainability lifestyle. The bright colours and soft materials used in this relaxing corner complement the more robust materials and rough textures throughout the space, such as aluminium furniture, wooden walls and the dark grey stone-like tiles on the floor.
As the brand’s slogan “Never Stop Exploring” goes, The North Face Basecamp is a starting point where explorers are prepared to set off confidently and equipped with the knowledge and the right gears. COORDINATION ASIA translated the quiet confidence and spirit of exploration into space, creating a versatile place for a platform for the like-minded community to grow.
项目名称：The North Face BaseCamp