Visitors trek for 2 hours to reach The North Face’s pop-up archive.
For some, trekking to the corner shop to pick up tortilla chips and toilet roll might seem like too much effort. Clearly, with their latest project, US outerwear brand The North Face are targeting a rather more adventurous demographic.
Their current pop-up store sits high up in Val San Nicolò in the Italian Alps and can only be reached after a determined two-hour hike.
It’s actually less of a store and more of an equipment archive displaying a small collection of items from well-known adventurers such as Alex Honnold and Simone Moro. Visitors who reach the archive can then bid to win these historic items via the brand’s website, with all proceeds going towards mountain preservation.
As high streets go, 2,100m is pretty high…
#Optimism, #Makers, #Premiumisation, #Outdoor, #Italy