Image source: Green Room Design

American outerwear brand The North Face has created a digitally enhanced, community-focused flagship in London. The store aims to entice the growing number of urban outdoor enthusiasts – according to 2015 research by the Outdoor Industries Association, in the US alone, nearly 50% of outdoor consumers live in or near cities.

Going against the traditional, linear mode of categorisation, the 4,305 sq ft space, conceived by London-based retail consultancy Green Room Design, displays products merchandised according to lifestyles – 'live', 'train' and 'explore'. Numerous video screens display footage of adventurous activities to convey the brand's passion for the great outdoors.