The north face - williamsburg
The North Face’s first neighborhood door in the heart of Brooklyn
opened fall 2024
concept approach
exploration & innovation
Rooted in the technology and gear of exploration, this system is layered and adaptable—designed for agile storytelling while radiating the unmistakable energy and spirit that only The North Face can deliver
tactile & authentic
A tactile and authentic material palette that incorporates real climbing and exploration hardware—adding depth, context, and a sense of adventure to the product experience
natural & technical
A bold graphic identity that captures the vastness of nature through the precision of navigation technology—uniting striking visuals, dynamic treatments, custom illustrations, and innovative print materials to infuse texture and energy into every step of the consumer journey
Store flow
design principles
storytelling through merchandising and assortment
built for authenticity, crafted with consideration
deployable and high energy
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
In Spring 2024, The North Face seized the opportunity to take over an underperforming Vans lease in Williamsburg—marking a timely and strategic return to the neighborhood after its departure in 2020. The location became a launchpad for a new neighborhood-focused concept that emphasized authenticity, deepened the brand’s connection to the city, and elevated the consumer experience through immersive storytelling, curated merchandising, and thoughtful design.
I led the project from a concept to execution, reimagining how a smaller-format store could function. Collaborating closely with our business partners, we developed a flexible design platform that allowed for storytelling through curated collections. This approach redefined how we assort and merchandise product in a compact footprint. From initial planning to grand opening, the project was completed in just over six months. The store opened in Fall 2024 to strong internal and external acclaim, with early performance metrics showing high productivity and validating the concept’s success.
This innovative retail model is now evolving into a broader strategy, with a suite of new stores set to launch in late 2025 and throughout 2026.
project team
TNF americas design team:
James Austin - Retail Design
Andrew Jasperse - Graphic Design
Katelin Sisson - Project Management
Akoya Wright - Design
TNF retail partners:
Stephen Cherry - VP Americas Retail
Emily Etzi - Senior Director Planning Allocations
Partners:
Studio Superette
Brooklyn Millworks
BuildOps
Duggal
Shop Cat NYC