The north face - flatiron
The North Face’s neighborhood format comes to Manhattan
opened august 2025
concept approach
Layered for Exploration
The graphic system uses layered substrates and controlled compositions to reflect the structural complexity of exploration. Each layer isolates a specific component of the brand’s technical narrative, creating a precise and engineered visual framework.
Authenticity Through Achievement
The store’s storytelling is grounded in verified athlete accomplishments, reinforcing the brand’s performance credibility. Each element translates these achievements into clear, material expressions that communicate authenticity.
A Built Expression of Innovation
built elements translate the brand’s innovation ethos into a precise, physical framework, from repeatable aluminum assemblies and climbing‑grade hardware used to express considered engineering, and expedition‑inspired details.
fixture plan & product zoning
The store’s long, narrow footprint and extensive street exposure shape a layout that prioritizes clear circulation and strong visibility from multiple approaches. Product assortment is calibrated for an urban marketplace while remaining anchored in the needs of the performance consumer, creating a progression that moves from everyday utility to advanced technical categories. This intentional zoning, combined with controlled fixture placement, ensures the space feels efficient, legible, and aligned with the brand’s performance‑driven ethos.
design principles
engineered systems over decorative gestures
material honesty as brand expression
narrative built from verified performance
Fixtures
simple details
off the shelf materials and fixture details designed to assembled and disassembled
visual layering
all elements add to the visual storytelling of product destinations
brand energy
establish the vibrancy and energy inherent to the activity and ethos of the brand
Roles & Responsibilities
The Flatiron store advances The North Face’s emerging neighborhood retail strategy — a format designed to communicate innovation with greater clarity and depth. Rather than relying on traditional lifestyle cues, the environment foregrounds the brand’s technical lineage, product engineering, and expedition heritage. Every material, graphic, and fixture decision reinforces a single objective: create a retail experience that feels as considered and performance‑driven as the gear itself.
As lead retail designer, I guided the project from its earliest real‑estate evaluations through concept development, detailed design, and construction administration. The role required constant navigation between business priorities, operational needs, and a clear conceptual vision, ensuring the store remained both strategically sound and experientially strong. I coordinated a broad cross‑functional team, building alignment around key decisions while managing budget and schedule pressures in close partnership with construction management. Throughout the build, I worked directly with the contractor and vendors to troubleshoot on‑site challenges, translating design intent into practical solutions that kept the project moving with precision.
project team
TNF americas design team:
James Austin - Retail Design
Andrew Jasperse - Graphic Design
Katelin Sisson - Project Management
Akoya Wright - Retail Design
TNF retail partners:
Stephen Cherry - VP Americas Retail
Daniel Nuber - Construction
Betsy Coyle - Retail Operations
Mario Hernandez - Retail Brand & VM
Partners:
Studio Superette, Architect
Brooklyn Millworks, Millwork & Fixtures
BuildOps, General Contractor
Duggal Visual Solutions, Print and Graphics
Axiom Custom, Custom Product Displays and Features