[et_pb_section fb_built=”1″ admin_label=”Hero” _builder_version=”4.27.0″ _module_preset=”default” background_color=”#878787″ use_background_color_gradient=”on” background_color_gradient_direction=”90deg” background_color_gradient_stops=”#000000 0%|rgba(0,0,0,0) 100%” background_color_gradient_overlays_image=”on” background_image=”https:\/\/moodmedia.com\/wp-content\/uploads\/2024\/12\/north-face-hero-new-3.webp” background_blend=”multiply” min_height=”50vh” global_colors_info=”{}”][et_pb_row column_structure=”3_5,2_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”3_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/moodmedia.com\/wp-content\/uploads\/2025\/02\/2025-Winners-logo-small-1.png” title_text=”2025-Winners-logo-small-1″ _builder_version=”4.27.0″ _module_preset=”default” max_width=”200px” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” background_layout=”dark” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][et_pb_button button_url=”#contact” button_text=”Contact Us” button_alignment=”left” button_alignment_tablet=”left” button_alignment_phone=”left” button_alignment_last_edited=”off|desktop” module_class=”mbutton” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”About Section” _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
Since 1966, The North Face has been the definitive outfitter for explorers and adventurers worldwide. Beyond providing premium gear for backpacking, expeditions, and outdoor pursuits, the brand has consistently pushed boundaries in both performance and retail innovation.<\/p>\n
Following sustained growth at its Regent Street location in London, The North Face seized the opportunity to reimagine its retail presence, expanding its flagship store by 33% to create a 10,000 sq ft immersive space across two floors.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/moodmedia.com\/wp-content\/uploads\/2024\/12\/tnf-front.webp” alt=”Entrance of the impressive and renewed The North Face store in Regent Street, London” title_text=”Entrance of the impressive and renewed The North Face store in Regent Street, London” force_fullwidth=”on” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Objective” _builder_version=”4.27.0″ _module_preset=”default” background_color=”#000000″ background_enable_image=”off” background_blend=”multiply” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_orientation=”center” background_layout=”dark” global_colors_info=”{}”]<\/p>\n
Mood Media was tasked with transforming a prime retail location into an escape from London’s urban bustle. The store needed to become an environment that would inspire exploration and adventure.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Solution” _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_orientation=”center” global_colors_info=”{}”]<\/p>\n
Through strategic collaboration, Mood Media and The North Face developed an innovative retail environment that seamlessly integrates digital technology with tactile experiences. The result is a pioneering space that engages all senses and redefines experiential retail<\/a>.<\/p>\n Let\u2019s take a look at the highlights\u2026<\/p>\n [\/et_pb_text][et_pb_video src=”https:\/\/youtu.be\/wL243qvzPdQ?si=h61Bj75413N0ptFn” image_src=”https:\/\/moodmedia.com\/wp-content\/uploads\/2024\/12\/tnf-placeholder.webp” _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_video][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.16″ _module_preset=”default” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n At the heart of the store sits a technological marvel \u2014 a custom-engineered 360-degree projection dome that serves as an immersive basecamp. This installation, only the second of its kind worldwide, transforms a The North Face tent into an extraordinary digital canvas.<\/p>\n Five synchronised Optoma projectors utilising advanced Vioso projection technology create an immersive experience through AI-generated content that flows through day-to-night transitions and seasonal changes. The 30-minute visual journey, enhanced by nature soundscapes and custom scenting, transports visitors from the city streets to remote wilderness locations.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The store’s olfactory experience centers around “White Pepperwood” \u2014 a custom-developed fragrance that enhances the immersive journey. This sophisticated scent<\/a> profile combines top notes of Green Citrus and Bergamot to capture the freshness of outdoor air, middle notes of Lily and Rose for natural warmth, and base notes of Cedarwood, Patchouli, Musk, and Amber to ground the experience in earthen elements.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/moodmedia.com\/wp-content\/uploads\/2024\/12\/tnf-dome-2b.webp” alt=”Custom-designed 360-degree projection dome at the heart of London’s The North Face store in Regent Street” title_text=”Custom-designed 360-degree projection dome at the heart of London’s The North Face store in Regent Street” force_fullwidth=”on” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][dsm_image_carousel gallery_ids=”2405618,2405637,2405656,2405675,2405694″ sizes=”medium_large” slide_to_show=”3″ dots=”off” grab=”off” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][\/dsm_image_carousel][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”3_5,2_5″ _builder_version=”4.27.0″ _module_preset=”default” custom_margin=”0px||||false|false” custom_padding=”0px||||false|false” global_colors_info=”{}”][et_pb_column type=”3_5″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The outdoors zone features a striking 12.75-square-meter LED wall<\/a> that serves as a dynamic canvas for brand storytelling. With high-precision 2.5-pixel pitch display technology, the wall delivers sharp, vivid imagery that complements the store’s atmosphere. The content seamlessly blends brand narrative with product storytelling, creating an engaging visual experience that draws visitors through the space.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The North Face’s commitment to exploration comes to life in the store’s dedicated sustainability corner. Moving beyond mere display, this area celebrates the brand’s dedication to environmental stewardship through dynamic digital content. The corner\u2019s displays mirror the textures and colours of nature while educating visitors about The North Face’s initiatives in recyclable product design and wilderness preservation. Interactive elements encourage customers to engage with the brand’s reuse, refill, and repair programs, making sustainability tangible and actionable.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The North Face’s carefully curated playlists<\/a> blend genres traditionally associated with nature-based activities \u2014 indie rock and energetic electronic music \u2014 with metropolitan styles like nu-soul, nu-funk, and contemporary forward-thinking pop. A sophisticated peak and off-peak playlist structure ensures the energy matches the store’s rhythm throughout the day. This immersive soundscape, delivered through a comprehensive Q-SYS audio and control system, creates a cohesive atmosphere that extends across all The North Face EMEA stores.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][dsm_animated_gradient_text animated_gradient_text=”%22For us the store is a place for curiosity and exploration,\u201d said Cerletti. \u201cWe want the consumer to be transported into the outdoors when entering our store; that\u2019s why we have worked on the five senses, and this is key for an immersive experience that can inspire our customer to go outside and explore.%22″ heading_html_tag=”h4″ gradient_one_color=”#5bc4ba” gradient_two_color=”#799ae6″ gradient_three_color=”#a80059″ _builder_version=”4.27.0″ _module_preset=”default” header_font_size=”30px” header_line_height=”1.2em” global_colors_info=”{}”][\/dsm_animated_gradient_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]- Martina Cerletti, Retail Marketing Director for The North Face EMEA[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” background_color=”#eeeeee” global_colors_info=”{}”][et_pb_row column_structure=”2_5,3_5″ _builder_version=”4.16″ _module_preset=”default” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”2_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/moodmedia.com\/wp-content\/uploads\/2024\/12\/tnf-video-wall.webp” alt=”Mood Media Case Study – The North Face” title_text=”Mood Media Case Study – The North Face” force_fullwidth=”on” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The reimagined Regent Street store has created something extraordinary in London’s retail landscape. The location offers exclusive The North Face Regent Street branded apparel, providing a compelling reason for brand enthusiasts to visit. However, the true success lies in the store’s transformation into a destination that celebrates both natural and urban landscapes.<\/p>\n Rim Posthumus, Global Account Management Director of Mood Media, oversaw the project with the wider Mood Media and The North Face team. He notes, \u201cThis truly is a project to be proud of. So many other brands would use the centre of the store as a sales opportunity, but The North Face has dedicated it to being a fully immersive space. The attention to detail is incredible.\u201d<\/em><\/p>\n The store’s impact extends beyond traditional retail metrics. The innovative approach has shown remarkable results in customer engagement, with the immersive elements significantly increasing dwell time and repeat visits. The combination of cutting-edge technology and thoughtful design has created a space that resonates with both outdoor enthusiasts and urban explorers, proving that experiential retail can successfully bridge the gap between product showcase and brand storytelling.<\/p>\n Through a carefully curated combination of sights<\/a>, scents<\/a>, and sounds<\/a> \u2014 blended with the tactile experience of shopping for The North Face\u2019s premium gear \u2014 the Regent Street location has established itself as a landmark of innovative retail design. It stands as a testament to how physical retail spaces<\/a> can evolve to meet changing consumer expectations while staying true to brand heritage and values.<\/p>\n Experience this groundbreaking retail environment for yourself at 290 Regent Street, London, where The North Face’s spirit of exploration comes alive in the heart of the city.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_orientation=”center” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Expect experiential retail to be a key driver to draw consumers in-store this year. And at the forefront is US outdoor brand The North Face which has embraced artificial intelligence (AI) to introduce \u201ctransformational\u2026 breakthrough projection technology\u201d in London at its Regent Street flagship store. [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n A bespoke dome tent featuring 360\u00b0 projections, sound and scent has been installed at a flagship The North Face store by Mood Media. The \u201cAI-powered visual and sensory oasis\u201d which offers \u201ca true basecamp vibe\u201d forms part of a Regent Street, London store which has expanded in size by 33% to 10,000 sq feet (929 sq metres). [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The North Face has partnered with Mood Media to create an immersive basecamp experience in London that combines AI-generated content with projection technology. The transformation of the outdoor retailer’s Regent Street flagship store in London demonstrates the future of experiential retail, according to a press release. The expanded 10,000-square-foot store features a first-of-its-kind 360-degree projection dome that creates an immersive basecamp experience within the retail environment. [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Want to enjoy the outdoors without, you know, actually going outside? Then the recently opened London flagship of The North Face is the place for you. The retailer, working with Mood Media, has created an experiential retail location equipped with a large-scale LED visual wall displaying curated content, carefully chosen music and even a custom fragrance, White Pepperwood, carrying the scent of the outdoors through the air. [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Chain Store Age recently spoke with Martina Cerletti, retail marketing director, The North Face EMEA (Europe\/Middle East\/Africa), about how the outdoor apparel and gear retailer revamped the London store space to go beyond traditional shopping in partnership with in-store experiential media provider Mood Media to provide an integrated space that combines realistic virtual simulations of nature with the physical shopping environment. [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Case Study Contact” module_id=”contact” _builder_version=”4.16″ background_color=”#232323″ collapsed=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.27.0″ text_font=”||||||||” text_orientation=”center” background_layout=”dark” custom_margin=”||||false|false” global_colors_info=”{}”]<\/p>\n Contact us today to get started.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Short Contact Form (dark background)” _builder_version=”4.15.1″ _module_preset=”default” background_layout=”dark” global_module=”40487″ global_colors_info=”{}”]<\/p>\nThe Dome Tent<\/b><\/h3>\n
Sensory Innovation Through the Power of Scent<\/b><\/h3>\n
Dynamic Visual Storytelling via LED Wall<\/b><\/h3>\n
Sustainability Corner<\/b><\/h3>\n
Audio Innovation: Soundtrack for Adventure<\/b><\/h3>\n
Results<\/b><\/h2>\n
Featured Stories<\/b><\/h2>\n
The North Face ‘reimagines’ Regent St flagship with tech additions<\/b><\/h3>\n
Read More…<\/a><\/p>\nMood Media erects projection dome tent at The North Face<\/b><\/h3>\n
Read More…<\/a><\/p>\nThe North Face teams with Mood Media on immersive basecamp experience<\/b><\/h3>\n
Read More…<\/a><\/p>\nThe North Face Appeals to All 5 Senses to Bring the Outdoors into its London Flagship<\/b><\/h3>\n
Read More…<\/a><\/p>\nEXCLUSIVE: The North Face deploys immersive tech in London flagship<\/b><\/h3>\n
Read More…<\/a><\/p>\nElevate the customer experience<\/h2>\n