the north face - 5th ave
The New Peak of Retail Exploration
completed november 2025
approach
define
The process began with defining a scalable retail language through the Flatiron and Williamsburg stores—testing architectural frameworks, material systems, fixture logic, and operational workflows. These environments served as controlled pilots, allowing the team to validate what the brand needed from a modern retail platform.
refine
Insights from the pilot stores informed a more advanced, integrated design system. Cross‑functional alignment, operational feedback, and iterative prototyping sharpened the balance between conceptual ambition and business‑critical performance. This phase transformed early ideas into a robust, repeatable toolkit capable of flexing across markets and footprints.
realize
The 5th Avenue flagship synthesizes the full evolution of the system at its largest and most complex scale. The design unifies architectural expression, product strategy, storytelling, and operational efficiency into a multi‑level environment engineered for high‑volume performance and cultural impact. It stands as the culmination of the entire process; a complete, mature expression of the brand’s retail future.
overview
Translating the emotion of exploration
Raw materials and honest construction mirroring alpine engineering
Modern architectural expressions of iconic brand legacy
feature stair
A 2.5-story atrium stair inspired by climbing protection hardware.
Life-scale ice wall content designed for visceral consumer engagement.
Tension-cable system engineered for a visceral, cantilevered ascent.
fixtures
Material Honesty
A technical palette of raw aluminum, in plate and tube was selected to reflect the brand's DNA. Prioritizing unadorned forms and honest joinery transforms the environment into a high-performance tool rather than traditional retail furniture.
Technical Agility
A modular "kit-of-parts" engineered to mirror the "Fast and Light" alpine ethos. This riggable system enables 100% self-sufficiency for in-store teams, allowing the flagship to pivot seasonal stories without structural intervention.
Strategic utility
A high-efficiency framework centered on flat-pack logic and universal hardware. Standardized components across the 21,000-sq-ft floorplate maximize merchandising flexibility while significantly reducing the global manufacturing and logistical footprint.
Roles & Responsibilities
As the project lead, I directed the end-to-end evolution of the retail platform over a rigorous 12-month cycle, from initial conceptualization to the 2024 flagship delivery. Beginning in early 2024, I defined the strategic vision and architectural language, utilizing the Flatiron and Williamsburg stores as rapid-prototyping pilots to validate modular systems and material logic. By mid-year, I transitioned into directing the technical development of the 21,000-sq-ft 5th Avenue site, orchestrating a multi-disciplinary team of internal designers, external architects, and specialized engineers. I served as the primary design authority through the engineering of the suspended stair and digital atrium, navigating complex structural constraints during the critical Q3 construction phase. Throughout the accelerated timeline, I managed high-level stakeholder requirements to ensure the project remained on track for its 2025 grand opening. My leadership ensured that the final environment not only met an aggressive launch date but established a new global benchmark for the brand’s retail expression.
Initial design
space planning
consumer journey
entry concept
stair and atrium design
vertical circulation
business validation
design considerations
core and shell
facade engineering and development
architectural drawing review: 75/90/100/IFC
shop drawing review
code and permit resolutions
infrastructure design direction
landlord coordination
value engineering
interiors
bid scope
schedule/budget alignment
fixture design and coordination
digital infrastructure development
material strategy and coordination
design management and communication
on-site quality control
RFI/Submittal review and approvals
project team
The north face
james austin, design
akoya wright, design
andrew jasperse, design
katelin sisson, design ops
daniel nuber, construction
betsy coyle, operations
Consultants
architect: Studio Superette
lighting design: Ventresca Lighting Designers
structural: Severud Associates
MEP: KLH Professional Engineers
general contractor: Michilli inc
digital vendor: DGTL Workshop
fixture vendor: Grottini
photography: Keith E. Morrison