The North Face celebrated the opening of the newly re-vamped Birmingham Bullring store last night, with a special event to mark the arrival of the first-of-its-kind store in Europe.
The launch party was a true celebration of all the city has to offer. Birmingham designers, Milly Rowe, Akeem Adams and Elizabeth Ilsey were invited to style and create bespoke window and fashion displays. Local influencers mapped and shared their favourite adventure routes around the city and Amna Akhtar, founder of Girl Dreamer, spoke about what exploration means to her. The night ended with a set from renowned BBC Radio 1 DJ, Tiffany Calver.
Part of the global strategy to transform existing retail stores into basecamps for exploration, the new store joins the recently opened Soho, New York door by enhancing consumer experiences with touch points unique to The North Face.
Iconic products from athlete expeditions are displayed to excite and inspire the next generation of adventurers, whilst the signature Half Dome scent transports consumers straight from the shop floor to the meadows of Yosemite Valley itself.
True to the brands heritage, the store has also been designed with sustainability at its heart with FSC certified reclaimed wood, steel and granite, low VOC paints and a focus on a decrease in waste production. A “Clothes the Loop” donation box is also in store for customers to recycle all clothing from any brand in any condition in return for a discount coupon for their next purchase.
Jan Van Leeuwen, General Manager for The North Face EMEA, said: “We are delighted to have chosen Birmingham as the first European location to benefit from our new retail vision. We hope to create stores that offer a more engaging experience for our customers and consider the impact on the planet with every design choice we make in the process.”