The North Face Launches New Concept Store At K11 Art Mall

A first in Hong Kong, The North Face at K11 Art Mall is now the brand's largest Asia Pacific store featuring both on- and off-mountain wear

2 December 2021, Hong Kong - Known for unique offerings designed for every environment from the natural wilderness to the concrete jungle, The North Face presents the best of both the mountain and the city at its new concept store in K11 Art Mall. Spanning over 3,800 square feet, The North Face at K11 Art Mall is the brand's largest Asia Pacific store that features both Mountain sports & lifestyle and Urban Exploration collections in a single location for the very first time. As part of the brand's Asia Pacific rollout, this first in Hong Kong store is a milestone that gives explorers the ultimate The North Face destination to enjoy an unparalleled product selection across on-and off-mountain collections. From the Icons to the Conrad collection - a tribute to the climbing legend - as well as the INVINCIBLE for The North Face "Metaverse Explorer" capsule, store visitors can now "Never Stop Exploring" from the mountain to the street.

"Our legacy was born on the mountain over 55 years ago to lead the world through exploration. This passion for the outdoors and for the pursuit of innovation has seen our products transcend into everyday life across the globe. Hong Kong is not different and with its accessible hiking trails and cosmopolitan cityscape the community has truly embraced The North Face. With our extensive mountain-to-city crossover appeal, Hong Kongers can relate to this lifestyle well - many are avid weekend hikers and stylish urban explorers in their own right and there is a vibrant community of professional adventurers," said Nathan Chang, Head of Marketing, APAC at The North Face.

"The new store in K11 represents The North Face's latest concept. We kicked off the season with our 'In Search of an Icon' collection campaign to awaken everyone's inner explorer with our iconic designs, and now we take the next step of our journey and set out 'In Search of Adventure'. Just as our products and consumers are in constant pursuit of the next great adventure, we see this new combined concept store in K11 Art Mall as the perfect location for us to start a new adventure to showcase the complete lifestyle of outdoors - both on & off mountain. K11 Art Mall attracts an energetic Gen Z crowd with a passion for art, people and nature, and we are excited to connect and contribute to this community with a new immersive store experience that offers the best of The North Face."

Spanning mountaintops to city streets in a singular store experience

Manifesting the brand ethos of exploration, the store comprises different zones bridging the mountain and the city with product displays and artistically designed spaces that invite guests to delve deeper into The North Face DNA. Creative artwork brings elements of the outdoors to the store to bring the core theme of exploration to life. To help set the tone with the store facade, The North Face engaged Hong Kong-based artist and outdoor enthusiast Peter Yuill to design and create a 4 x 3 metre permanent mural that depicts his favourite spot in the city for exploration. Peter also captures the Half Dome - the origin of The North Face brand - and Hong Kong's iconic Lion Rock for two outdoor panels for the store, evoking the epic thrill of exploration and expeditions.

Inside, the store features a dedicated space to host community events in the heart of the city. Purposefully designed to engage the local community, this welcoming space is ideal for visitors, creative talents and leaders to connect with one another over a shared love of wild places. As the store launches alongside the In Search Of campaign, this space is built to inspire the community to create more stories and form ideas for their next journeys.

Fashioned after The North Face's iconic 2-Meter Dome Tent, the Experience Pod presents an immersive LED screen exploration journey for guests to experience innovation in multiple dimensions. The pod pays homage to the original geodesic dome design that has set the standard for basecamp abodes since 1975.

Look fresh on and off mountain with The North Face’s latest FW21 collection

Conrad Collection - K11 Art Mall Exclusive

Former TNF team captain Conrad Anker is an icon of exploration in his own right and admired within TNF's Off-Mountain fanbase. This collection pays homage by featuring the Jolly Roger flag that he brings with him on expedition and an inspirational quote of his: "Hold fast, all storms pass." The HMLYN Down Parka from the collection was inspired by the original Himalayan Down Jacket, a fixture on Everest expeditions with a High Alpine icon that combines expedition-inspired styles with a strong, clean streetwear aesthetic. Available in Hong Kong exclusively at The North Face concept store at K11 Art Mall.

INVINCIBLE for The North Face "METAVERSE EXPLORER" Capsule - K11 Art Mall Exclusive

The culmination of a three-year journey, The North Face collaboration with INVINCIBLE, the Taiwanese streetwear boutique, has represented a huge milestone for both brands that elaborates on the imagination of the 1990s as a tribute to splendid retro fashion. After the widely praised exploration of the outdoors with "EXPEDITION" in 2021 and the imagination of music with "The Backstreet" in 2020, The North Face and INVINCIBLE introduces the limited exclusive edition FW21 capsule "METAVERSE EXPLORER". Blending the magnificence of futuristic style into classics from The North Face, INVINCIBLE conceptualizes the Metaverse by infusing colorful neon and dark inks that signify a brilliant galaxy hurtling into the future, along with a signature INVINCIBLE-exclusive version of The North Face iconic Half Dome logo. Available in limited quantities exclusively at The North Face concept store at K11 Art Mall.

Freeride Collection

Inspired by The North Face's streetwear collections, The Freeride Collection combines high-visibility colours and patterns that make a statement piece on the mountain. One of the most durable snowsports styles of the year includes the waterproof and breathable Dragline Jacket & Bib, which utilizes high denier fabric.

ICON Collection - Nuptse Jacket

Since it was first introduced in 1992, Nuptse Jacket has quickly become a part of a system that was taken on multiple expeditions around the world. Together with outdoor travelers, Nuptse Jacket witnessed some of the most challenging routes around the world. Its down is certified to the RDS Standard to echo the brand's sustainability efforts. This Printed 1996 Retro Nuptse Jacket is now available in three new prints - Blue, Black Tonal and Silver Grey Leopard Print Gardenia White for the new snow season.
No matter where you are, never stop exploring.
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About The North Face®

The North Face, a division of VF Outdoor, LLC, was founded in 1966 with the goal of preparing outdoor athletes for the rigors of their next adventure. Today we are the world's leading outdoor brand, creating athlete-tested, expedition-proven products that help people explore and test the limits of human potential. We protect our outdoor playgrounds and minimize our impact on the planet through programs that encourage sustainability. The North Face products are available at premium and specialty retail sporting goods stores globally and is headquartered in Denver, Colorado.
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